This project for Farmers Market was a strategic effort to disrupt the pet food market by repositioning dog food to feel like human food, reinforcing the idea that pets are truly members of the family.

The rebrand aimed to reflect Australian heritage & homegrown goodness embodied through the new brand tagline “from our kitchen to yours”.

The design centered on packaging innovation: creating a beautiful piece from recycled stocks that customers would proudly display on their kitchen bench, complete with a natural sisal rope handle that is detachable to become a dog toy. The visual language reflects this farm to kitchen ethos with handrawn farm illustration scenes, while the brand builds a genuine connection through “stories of the farmers dogs” introducing a “farmers furry friend” on each box to cement the brand's loving, homely narrative.