Created over 30 years ago in a Texas home kitchen, Merrick has grown into one of the largest pet specialty brands by committing to real, quality food for pets. As Merrick’s long-time design partner, Enlisted’s unmatched understanding of the Merrick brand and their products set an optimized stage for a packaging transformation.

CHALLENGE >     APPROACH >     RESULTS >

SERVICES
Brand Strategy  |  Brand Identity | Packaging Design  |  Photography

INDUSTRY
Pet

While established as a recognized and beloved brand,  Merrick’s packaging was growing outdated in the crowded pet category as well as needing to capture and grow with new and evolving consumers. And with numerous sub-lines and products, the team sought to simplify the look and feel of the packaging in order to enhance shopability.

On top of that, the packaging needed to communicate the vast history and expertise the Merrick brand carried with it as a nod to the past, while carrying it into the future by amplifying Merrick’s core message of nutrition and appetite appeal for the contemporary pet parent.

Food is our love language and we express that through design. We began our work of refreshing the Merrick brand by maintaining heritage brand elements such as the script logo and the Merrick brown but modernizing the details. On the packaging, our team highlighted nutrition and taste with natural, real ingredients through food photography fit to display on any modern kitchen counter.

Based on extensive consumer insights and testing results, a more streamlined on-pack wayfinding made for clearer communication of product information and brand story allowing the packaging to speak for itself. It stands out on shelves to first grab the attention of consumers, but then to emotionally connect with them as well.

RESULTS 

Real shelf presence. Real craveability.

Launched to a warm reception at the pet industry’s largest trade show in March 2024, Merrick is set to continue to roll out its refreshed packaging throughout the Spring of 2024. Where real is their recipe, Merrick continues to be the brand pet parents look to… and the food in packaging their dogs crave.