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Skinners Field & Trial design system
CLIENT:
Skinners
PROJECT:
Consumer communication and packaging system to make specialist working dog food clearer, more ownabel and understandable.
EXPERTISE:
Creative Direction / Design system / Packaging / Design / Copywriting / Strategy
ROLE:
Creative Director / Lead Designer
CHALLENGE
With more than 300 years of heritage and deep credibility among working and active dog owners, Skinner’s had strong foundations. But over time, the Field & Trial range had become visually inconsistent, making it harder for shoppers to navigate and understand the portfolio.
The challenge was to modernise the brand and create greater clarity without losing its authenticity and specialist expertise.
IDEA
Built for dogs that do more.
We brought the dog back to the centre of the brand, focusing on the real needs and lifestyles of active dogs to make the range feel more immediate, relevant and engaging.
STRATEGY
I developed a clearer visual and communication system across packaging, trade and shopper communications. A new product categorisation and colour system improved navigation, while a flexible grid connected communications directly to the packaging.
New audience-focused copywriting and hero
cut-out dog imagery created a more contemporary expression of the brand, while retaining its heritage and specialist credentials.
IMPACT
The refreshed system created a clearer, more coherent platform across the portfolio – helping shoppers navigate the range and strengthening the connection between packaging and wider marketing.
It modernised an established brand without losing the heritage and authenticity that have earned Skinner’s the trust of working-dog owners for generations.
