Packaging & Brand Design
Group Design Director
Zuru New Zealand
Auckland
with Zuru
Goodlands addresses gaps in the pet food market by offering a brand that benefits pets, pockets, and the planet. Available exclusively at Walmart stores across the US, it sets a new standard with meat-first recipes developed by animal nutritionists that are crafted locally in the USA using sustainably sourced ingredients, no artificial additives, and complete ingredient traceability and batch testing transparency using industry-leading Smart Trace™ technology—all at an affordable price.
The vibrant green colour of Goodlands creates bold shelf disruption and presence, emphasising the brand's natural goodness. Additionally, the wordmark features a subtle wagging tail within the letterforms, adding a playful touch. The circular proposition of the brand is clearly depicted, uniting all these elements to illustrate the core values of Goodlands. Additionally, the Smart Trace™ panel and QR code are prominently positioned to highlight the brand's unique selling proposition, providing consumers with complete ingredient, supply chain and batch traceability.
Finalist: Packaging: DINZ Best Awards 2024