Royal Canin, Because Animals, Lab meat, Cultivated Meat, Cat food, pet treats, mouse flavour, case study, graphic design, packaging, branding, future, innovation, technology, lab grown meat, pet food, tuna flavour, chicken flavour, dry food, wet food, United States, Singapore, Dubai, Netherlands, Europe, America, pet food packaging, flexitarian, vegetarian, vegan, vegetarian, love, care, planet earth, care for the planet, cat mom, cat parents, mklarochelle, mk larochelle, mklarochelleartist, @mklarochelleartist, @mklarochelle, @royalcaninus, @royalcanin @becauseanimals

Royal Canin
in partnership with
Because, Animals
Lab Meat for Pet Food | Packaging | Personal Project

Client

Royal Canin

in partnership with :
Because, Animals

Location

USA

Year

2022

Brand personality

Knowledge
Passion
Quality
Pet needs
Pet health
Sustainability

Brief

Developing the visual of the new Royal Canin cat food product made with Lab-Meat. This is going to be a new line of products made in partnership with Because, Animals. We would like the package representing that friendly cat, are healthier. This would be Clean food for urinary care products.

Who are those companies

ROYAL CANIN

They focus their attention on the unique needs of cats and dogs. That obsession with detail is what makes it possible for them to deliver precise, effective nutrition, and help animals become their magnificent best. Also, they are working toward a sustainable future, because they believe that pets make our world better inspires, and gives life to their purpose.

BECAUSE, ANIMALS

Because Animals is a small company with a big mission: To make the healthiest and most sustainable food for dogs and cats on the planet! This is why they re the first and only company making cultured meat food for your pets.

Campaign Purpose

With so many people caring for the wellbeing of all animals on the planet, willing to be flexitarian, vegetarian or vegan, some of them have problem to buy meat for their pet when they wouldn't support this at all for themselves. Using clean meat allows them to feel guilt-free while giving the nutrition that their pets need.

Because, Animals being an innovative company developing cat treats made of mouse lab-meat and Royal Canin being a leader in the pet food industry, as well as both sharing similar core values, it was just natural to create a partnership where the both companies could benefit from each others while having the health of our pets as a priority.

The targeted audience

Gender: Equal

Age: 18 to 40

Location: USA

Special traits:

Vegan
Care for their pet health
Care for the right nutrition, their needs
Flexitarian
Vegetarian
Support sustainability

The product description

3 flavors: mouse, tuna and chicken

2 formats: Dry food and wet food

It all started with...

My cat is a sensitive furry ball. He needs constant urinary care. diet. He eats Royal Canin urinary care dry and wet food. So the project was coming from a real-life situation.

The cat behind the story

My expectations

I wanted to find 2 compagnies that were compatible in terms of values and that would represent a possible and believable partnership. It took me quite a bite of research and finally made my decision choosing Royal Canin and Because, Animals.

Sketching
the layout

I decided this time to just use my Cintiq to come up with different quick ideas for the layout. I needed to see where I would put my content so I know better what I could do as an illustration.

Insights

Using a cintiq with a cat around, isn’t always easy! I had to take many micro breaks as my cat was trying to eat my pen!

Illustrating

Then I used my Ipad Pro working in Procreate to illustrate what will be on the package.

Why did I choose this approach?

The idea was that if my cat can eat healthier, cleaner and slaughtering-free food, then there are no more preys… so they can become friends!

If you don’t need to hunt for your survival, stress about having food then you can enjoy life better which make a healthier animal. Adding friendship to the recipe and there is nothing bringing more happiness than that!

Taking Royal Canin whom core’s values are the health of your animal and sustainability and taking Because, Animals who also share those values, was clear to me that those 2 companies could possibly help each other to create a better world for animals.

This is why we find a mix of Royal Canin branding visual, with a touch of Because, Animal’s colors.

Because, Animals who normally specializes on developing lab-meat pet treats could benefit working with Royal Canin by helping to make Royal Canin’s first lab-meat pet food products.

Design Production

Organizing the content and designing the bags. Making sure that everything is visible, readable and follow the brief.

Something interesting to share about the process:

As an owner of a lovely cat, and as a flexitarian I which my cat could eat what he needs to be healthy but also reduce the slaughtering of other animals. This is how this project came to my mind: Lab-Meat for Pet food.

Cat and food, cat eating, grey cat, wet food

Mockups are according to me one of the most valuable elements in the process of designing a product. It really gives a sense of realism and can bring a client to feel that they can almost touch it. It is often with this last step that a client is sold with the design.