Home Manchester DCP enables launch of Vitalin’s new premium pet food range

DCP enables launch of Vitalin’s new premium pet food range


Manchester-based agency DCP were retained to develop the new branding and packaging design for Vitalin’s new range of products in the premium pet food market.

DCP is a niche branding and packaging design agency based in Manchester specialising in the food and pet food industries. Since 2007, they have worked for clients all around the world from global corporates to innovative start-ups and all businesses in between.

The new Vitalin range was launched in September in UK-wide independent outlets.  It includes four high-quality, high meat products in varying packaging formats. The new brand concept was based on DCP’s insights and expertise in the growing premium pet food market.

The rising demand for premium pet food has driven a huge amount of new product development over recent years. Pet owners are spending increasing amounts on treating their pampered pets.

The full range from creative concept through to print files was managed in-house by DCP. This included new illustrations of dog breeds including a Border Collie and small Yorkshire Terrier. David Tinker, National Sales Manager at Vitalin Pet Foods, said: “For our new high meat range, we asked DCP to maintain our core brand ethos of value, trust and Britishness whilst incorporating elements that would position the new products as a more premium range.

DCP were able to perfectly interpret this brief, giving us a fresh colour palette of charcoal and cream along with more luxurious gold highlights. Our move to a new Tetra Pak format created some challenges, yet DCP managed to execute the design superbly.”

Hetal Pandit, Director at DCP added: “Our aim was to ensure the new brand design for Vitalin stood out on shelf and worked across all packaging formats. We are proud of the work we have done for this innovative business and enjoyed collaborating with them on their new range which we’re sure will do well in this highly competitive market.”