Hypro Pet Foods, in partnership with brand identity agency Percept, has introduced its new pet food brand, Be Frank. The brand name and packaging livery were crafted to highlight transparency and premium quality.
The packaging design features a clean, cracked word mark and custom illustrations of pets, complemented by a layered photography style that showcases the ingredients. Hypro Pet Foods notes that the incorporation of a variety of Australian ingredients results in balanced recipes, positioning Be Frank as a "transparent and trustworthy" option in the market.
George Bradshaw, lead designer at Percept Brand Design Agency, explained that the brief from Hypro was to create a premium pet food brand that was transparent and honest about every ingredient.
"We worked closely with Hypro's team to extract as much information as we could about what the product would stand for, and what would set it apart from the competition," Bradshaw said.
The packaging design features a simple yet commanding wordmark and bespoke illustrations of pets, providing the brand with personality and appeal. Bradshaw noted that a layered photography treatment was used to ensure every ingredient is visible, highlighting the brand’s commitment to transparency. On the back of each pack, the ingredients are listed along with their benefits.
The products has gone live in the pet care retail space and includes four different pack sizes across ten flavour variants, resulting in 17 SKUs, all produced and printed in NSW. According to Hypro Pet Foods, this approach positions Be Frank as a trustworthy and approachable brand.
The collaboration with Percept has resulted in the successful establishment of Be Frank's packaging design in the pet care retail sector, making it a favoured choice for everyday pet foods, according to Hypro Pet Foods.
