Pet Grocer Brand and Packaging


  • Design by Work Art Life Studios
  • Creative Director and Illustrator, Andrew Ashton
  • Printers, Gunn & Taylor Printers and Convex


The world of pets is saturated with fluffy, plump, over worked imagery which mostly is a mashup of Hello Kitty, Miffy, Teletubbies, Hairy Maclary, tissue box graphics, the Boxing Kangaroo to friendly technical drawing.

Janine and Jason, the owners of The Pet Grocer, a pet product stall in the South Melbourne Market complex, approached Work Art Life seeking an alternative to pet cute; an image and brand reflecting pets and owners that live diverse and individual lives.

Key Features


The Pet Grocer is an idea and service design thinking driven brand. The communication system was devised to create incredible impact using cost effective and low impact means. The packaging system was developed to introduce The Pet Grocers own treat range available on line and at the store in South Melbourne. The packaging system was devised to communicate new chapter in product delivery in the pet sector. The packaging is sustainably driven, a new compostable pouch was developed over 18months with manufacturer Convex, this packaging technology is a world first.

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