FROM FARM TO BOWL

“Saltmine are passionate about creating successful challenger brands and that’s what we’re setting out to do. Key to the success of this project was creating a visual identity that looks good enough to eat and I think they’ve nailed it.“

Germaine Chua
Category & Strategy Director at the Real Pet Food Company

With 46% of Australians now considering themselves a “foodie”*, what we eat and how it looks has become front of mind for many shoppers, and they demand the same quality for their precious pets.

With this in mind, the Real Pet Food Company set out to create a brand which will set a new benchmark in the pet food category, providing superior taste as well as excellent nutrition from real, natural ingredients. Our challenge was to develop the new brand and a full visual identity system.

The brand name Farmers Market was created to bring to life the real, natural, premium ingredients, which the brand stands for. We know that the brand’s target consumers would love to have the time to shop for their pets’ food at farmers markets and prepare it lovingly at home as they would their own, but the reality of a busy life means this doesn’t usually happen. That’s where Farmers Market comes in, with wholesome, balanced meals expertly prepared and ready to serve. All recipes are carefully designed with dogs’ nutrition and tastes in mind, and feature succulent meats gently cooked to seal in the flavour.