Genius Pet Food

In 2010, veterinarian Paula Short embarked on a road trip in America with husband Chris. The couple were on holiday - but they couldn’t help doing a little animal-related espionage along the way.
At the time, they owned two vet clinics in the Nelson region. And what interested them most about the US pet stores was the food they were selling.
“What we found was a wealth of all-natural, high-protein pet food using a wide range of nutritious ingredients.” says Paula. “It became very clear that New Zealand was behind in this market. As a vet, I saw the opportunity to create higher quality dog food – nutritious, ethical and sustainable. And delicious for our fur friends, of course!”
Once the recipe was on track, Paula began hunting for a Nelson-based creative agency to help build the brand, in particular the logo and the ultimate packaging design.