Slice Design’s Unique and Playful Packaging for New Pet Food Brand Tilly & Ted

Slice Design has crafted a fresh and modern packaging design as well as the identity for the new premium pet food brand, Tilly & Ted. This project was in collaboration with the innovative marketing firm B.Unleashed, aiming to appeal to the growing trend of humanisation, offering pet owners a foodie and clean proposition for their treasured cats and dogs.

The design brief was an engaging, contemporary brand that could resonate with a millennial audience. It was essential that the brand was visually distinctive and playful, with a down-to-earth tone of voice.

Tilly & Ted understand that pets are an integral part of the family, possessing personality traits as unique as their owners. This idea is reflected in the packaging of Tilly & Ted, by highlighting each cat or dog’s unique and quirky characteristics, as if they were portraits in a family album. Every flavour has its own personality, from Penelope, a lady of leisure who loves to be in front of the camera, to Monty, an outdoor cat who loves tinkering in the garden.

Slice Design’s packaging for Tilly & Ted employs light-hearted, quirky, and unique photo montages that combine personality, flavour, and benefits. The packs are vibrant and playful, providing immediate shelf appeal and enticing customers to explore the pack.

Tilly & Ted offer a range of dried and wet food over 43 SKUs, each with its individual cat or dog. Key benefits are prominently displayed on the front of the pack, along with the strapline, ‘Bursting With Goodness.’

Tilly & Ted’s range of delicious pet food is available in ASDA from May 1st. The ASDA Buyer stated: “Our customers want to feel good about the food they’re giving their pets, knowing that it’s not only delicious.”

Alan Gilbody, Founder & Director at Slice Design Limited, said, “It was key for us that the packaging design for Tilly & Ted captured that pets are an integral part of the family and their characters can be quite unique and eccentric just as we are. We used this insight to create a range of unique individual characters, capture the owners’ attention and provide an engaging way to talk about the flavours.”

Bianca Harris, Marketing Manager for Tilly & Ted, said, “Our commitment to quality drives everything we do. For us, delivering delicious meals for pets at an affordable price is top priority. We aim to raise the bar without breaking the bank.”

Below are some images of the packaging design: