Vendors line the halls of Fancy Food Fest

Frankie & Friends Comes With Adorable Packaging For Your Furry Loved Ones

by Natalie Mouradian on 08/23/2018 | 3 Minute Read


Boxer & Co. was approached by Woolworths to create a modern pet food and accessories brand that was to be exclusively available in their store. In a bid to shake up the category, Boxer & Co. relished the chance to create a brand that was packed full of emotion and care – echoing the way that so many Australians feel about their furry loved ones.

The brief was to create a one-stop shop for pet necessities, so it was important to create a design system that could work effectively across a broad range of items, from bird seed to fish flakes to dog bowls and collars.


The solution centres around modern, colourful illustrations which are executed in a style that’s ownable by the brand and showcases the animals in their natural habitat. Each pack tells a story relevant to the animals’ qualities, whilst also creating a strong and distinctive architecture on shelf.

The brand mark is a friendly and approachable typographic logo with discoverable elements inside the negative space of the letters, bringing modernity and emotion into an otherwise dated category. This different approach avoids the stereotypical and often polarising use of saccharin sweet photography and is ultimately more inclusive and easier to connect with.


“The Boxer & Co. team approached this brief with passion and enthusiasm and executed a design that stands apart from anything in the category. We now have a range of products that connect with the consumer on a visceral level rather than a functional one which makes sense for a category that’s charged with such emotion. We’re really happy with the result!”

Sophie Challenor - Head of Non Food Brands – Woolworths FoodCo Marketing

“The opportunity to create something category breaking in an area so close to our hearts was incredibly exciting. It’s great to work with a client who wants to shake up the aisle and bring emotion into this category. We’re thrilled to have set a new design standard for supermarket pet food & accessories”


Designed By: Boxer & Co.

Senior Designer Boxer & Co.: Nicoletta Braach-Maksvytis

Designer: Nicoletta Braach-Maksvytis

Project Manager: Tessa Carr

Creative Director: Mark Haygarth

Location: Sydney, Australia

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