Prime100 is one of Australia’s fastest-growing pet food brands, specialising in functional dog food designed to support specific dietary needs and better health for pets.
As the brand expanded across new products and formats, the portfolio needed a clearer pet food packaging design system to help pet owners and pet parents navigate the range.
We partnered with the team to create a structured brand identity and pet food packaging design framework that organised the portfolio, improved shelf visibility, and supported growth in the competitive pet food market.

The Challenge

Prime100’s range was expanding rapidly across dietary solutions and protein formats within the competitive pet food industry. While trusted in veterinary channels, the growing portfolio was becoming harder for pet owners to navigate.
The brand needed a clear pet packaging design system to organise products, communicate nutrition, and maintain a strong brand identity across clinics, pet shops, and retail.
In a crowded pet food market, effective food packaging design is crucial to stand out on shelf and attract potential customers.

Strategic Thinking

Today’s pet food market is driven by trust and transparency. Pet owners are increasingly conscious of natural ingredients, quality ingredients, and the nutritional value of the food they buy.
Our goal was to create a scalable pet food branding and packaging design system that simplified the portfolio while reinforcing Prime100’s position as a premium pet food brand.
A stronger visual identity and clearer packaging hierarchy would help the brand build an emotional connection with customers and strengthen loyalty.

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

The 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