Following the acquisition of the Belgian pet food brand Edgard & Cooper by General Mills, a dedicated packaging identity had to be developed for the US market within a very short timeframe.

BlueMango Design delivered a complete redesign for both the dry and wet dog food ranges in just a few weeks. The project focused on restructuring the information hierarchy, increasing the prominence of the “Always Fresh Meat” proposition and improving the readability of the dog life stages for shoppers.

Based on the original illustrations by Hannah Bloomfield, we created new dog poses and developed additional illustrations for the puppy and senior ranges.

The back panel was also redesigned to clearly communicate the nutritional benefits of the brand.