The transformation

Prime100 is one of Australia’s fastest-growing pet food brands, specialising in functional dog food designed to support specific dietary needs.
As the brand expanded across new dietary solutions and product formats, the portfolio needed a clearer system to support growth and improve navigation for customers.
We partnered with the team to create a structured brand identity and packaging system designed to organise the range, strengthen recognition and support the brand’s continued expansion.

The Challenge

Prime100’s product range was expanding rapidly across multiple dietary solutions and protein formats. While the products had strong credibility in the veterinary channel, the growing portfolio was becoming harder for customers to navigate.
The brand needed a packaging system that could organise the range clearly while maintaining strong recognition across veterinary clinics and retail environments.

Strategic Thinking

In functional nutrition categories, clarity builds trust. Customers need to quickly understand the difference between products and identify the right solution for their pet.
Our focus was to create a structured brand and packaging framework that simplified navigation while reinforcing Prime100’s scientific credibility.

The Solution

We developed a clear pet food packaging design framework that simplified navigation across the growing portfolio.
Key elements included:
  • A clear range architecture separating dietary functions and product formats
  • Simplified on-pack communication highlighting nutritional benefits
  • A structured visual system designed to scale as new products launched
  • Packaging designed for fast recognition and easier navigation across the range

Impact

The new system provided Prime100 with a clear foundation for portfolio growth, enabling the brand to expand its range while maintaining clarity for vets and pet owners.
The strength of the brand and product portfolio ultimately contributed to Prime100’s acquisition by Colgate-Palmolive in a deal reportedly valued at around $500 million, highlighting the commercial value of building strong, scalable brand systems.

Prime100 Pet Food Packaging Design

Building a scalable brand system for one of Australia’s fastest-growing pet nutrition brands.

Client
Prime100

Industry
Functional Pet Nutrition

Expertise
Brand Strategy
Range Architecture
Brand Identity
Packaging Design
Brand System