Entrepreneur and publisher Henerietta Morrison came to Albion with a new idea. Dog food (and cat food). But not any old dog food. Dog food that is actually made from good cuts of meat and nice healthy veggies for your dog. All stuff that makes them smell better and live longer. No more slurry, ash or bits of carcass.

I reasoned a couple of things:

1. Your dog is part of the family so why would you feed them bits of hoof.

2. This stuff was proper pet food. The way it should be.

So after developing the strategy of “Proper Pet Food”. We used Henrietta’s own dog, Lily, as the starting point (after all she is the inspiration for the product in the first place). I then worked with Natalie Ranger and Joe Holt to create a new dog food brand for her.

Lily’s Kitchen: Proper Pet Food. Just tells people what it is, straight, simple and down to earth, with a hint of premium quality. It has a confidence that others can’t contend with. Once that was in place Joe and I created the branding and art directed the packaging. Making sure it all hung together and was easy to see on the shelf.

We wanted it to feel modern but have a timelessness to it. Something that says: “The food in this tin is quality” without resorting to pictures of the food or the usual big dog face.

After visiting an exhibition of hers we then asked illustrator Petra Borner to take our concept and produce a lovely illustration for it (as she has a nice down to earth wood cut style). Which she did. We then coloured each flavour, using certain colours to stand for certain foods, developed a logo and some organic icons for it.

We created a little country to the city story on the packaging and made sure it was not like any other dog food on the shelf. Joe developed the illustration so it ran continuously around the tin. It was then printed in water-based inks on lovely recycled stock

It was a fun project and I think we ended up with something category breaking. It’s now being sold in over 20 outlets, and sold over 70,000 units in the first 7 weeks. We’re now just holding out for being able to create a website aimed directly at dogs next!

I created, art directed and illustrated the new FON strategy and branding. The challenge was to give it a unique but compelling global proposition, so WiFi For Everyone was born. For more examples of FON work, peruse Shoreditch WiFi and BTFON

The main difference to the big innocent brand is that kids don’t look at life with rose tinted glasses. They want to roll around in it. The important thing was to speak to kids on their level. For Innocent Kids I got to create a great integrated campaign which is something I love doing.

The packaging is the main channel for innocent. I enjoyed defacing the brand with doodles. Another part of this attitude is the detail, plenty of it that constantly changes. Each pack has a different activity, a unique swapsie value, recycling message and more.

This wall chart was given to schools. Kids could draw their fruit and veg intake in the intestines. There is a place for food to go in and a smelly end where food comes out.

Here’s what the kids got up to. The hamster house was a simple recycling message I put on the box!

www.innocentkids.co.uk

We made the website even more chaotic. The characters interrupt each other with activities, tricks, facts and they get bored if not played with. So the more you play, the more and more content you find.

Click on any fruit to find out more about that fruit. When a character interrupts, follow them to learn how to make Papier Maché or the best paper aeroplance ever.

It is so full you’d never see it all in one visit. I guarantee you’ll never see it all (The site map is as manic as the site) The Poo Safari is still the all time favourite.

Because of tight budgets I wrote, planned the action, illustrated and animated tons of content that fills the site.