Moggy Doggy & Friends Packaging

Who helped McPherson’s “Moggy Doggy & Friends” Petfood range sit up and beg to be bought!
McPhersons Consumer Products is one of the largest general merchandise suppliers in Australasia, and the largest housewares company. Working with McPhersons over a long period, Onfire Design have created branding and packaging for some of New Zealand’s biggest-name consumer brands and leading retailers, including Stevens, Briscoes and The Warehouse, for everything from cookware and glassware to beauty products.

The Challenge
McPhersons wanted to break into a lucrative new market with huge potential for growth, the petfood market. They wanted to create a new petfood brand and they knew exactly who to call. Onfire Design. New Zealand is a country of petlovers and the unique opportunity was to gain a foothold in New Zealand’s largest retail outlet, The Warehouse, and become part of their established and highly successful petfood range.

The Idea
The high personality brand, “Moggy Doggy & Friends” was strategically designed to appeal to the core target market of Warehouse shoppers. In this highly competitive environment, MD&F needed to stand out. It was a high turnover, volume product and was designed to have strong shelf appeal and, as the brand name suggests, look fresh, friendly and affordable.

The Solution
Onfire designed the packaging and all of the brand ID, including the signature illustrations, for “Moggy Doggy & Friends” extensive range of petfood, pets toys and accessories, including litter scoops and trays, puppy starter kits, cats collars and much more.

Hayley Dunn, McPhersons senior product manager: “I’ve worked with Onfire Design for a number of years now and am always delighted with their work. Whether we are looking to create a new brand, rebrand a current portfolio, package a new product line or simply need some tweaks to existing designs, Onfire take the briefest of briefs and turn it into a masterpiece.”