Pet ownership rates are higher in Australia than many other countries around the world. In fact, three in five Australian households – or 5.9 million in total – have a pet. Of these dog and cat owners, over 60% refer to their pet as a member of the family.* 

Nature’s Gift – a deliciously healthy, natural dog food brand – firmly believe pets are family too.  

Owned by Real Pet Food Co, the team approached Saltmine to strengthen their brand in market through the introduction of distinctive brand assets and stronger natural cues.  

With the importance of happiness and wellbeing for all members of the family (dogs included), Saltmine showcased happy, healthy dogs and delicious, natural ingredients. Brought to life by placing the dog in its happiest and natural environment for the new visual identityA new brandmark was also included and the brand has been modernised for years to come. 

Key objectives for the relaunch were to:

  • Strengthen the brand and visual identity to be more immediately recognisable and meaningful across all touchpoints  
  • Improve natural cues, including delicious ingredient focus 
  • Introduce clear benefit communication   

The new visual identity was executed across 3 segments and rolls out across 55 SKUs. 

* Source: Pets in Australia: A national survey of pets and people

Jun 1, 2021


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