CASE STUDY

The Brief

Bunji Native Superfoods engaged us to create a premium packaging system for their new Indigenous owned dog food brand. The brief called for a design that honours Country, celebrates connection and introduces native Australian superfoods into the pet category. The identity needed to communicate nutrition, care and cultural storytelling while standing confidently in a competitive FMCG environment.

C H A L L E N G E S

• Building a completely new brand identity that feels premium, credible and culturally grounded. 

• Translating Indigenous storytelling into a respectful, modern FMCG design language.

• Honouring the illustrations by Kate Webster within a clear and commercial pack architecture.

• Establishing navigation across kibble bags, treats and future sub ranges.

• Creating strong shelf presence without overwhelming the design with category noise.

• Balancing science, nutrition and emotional connection in concise communication.

• Ensuring the brand remains warm, accessible and affordable for all dog families.

S O L U T I O N S

• We shaped the Bunji visual world around its core belief: real food, real connection and real care for your furry best mate.

• The brand is proudly Indigenous owned, inspired by the word bunji which means mate or friend in several Aboriginal languages. Our packaging direction celebrates the deep bond between humans and their dogs while honouring land, culture and community.

• Heroed the commissioned illustrations by Kate Webster as the centrepiece of the pack, telling a story of loyalty, protection and companionship

• Created a premium pack architecture with strong colour blocking, clear hierarchy and generous negative space to give the illustrations room to breathe

• Developed a confident, modern typography system that balances cultural warmth with scientific credibility

• Highlighted key product truths such as Australian made, native superfoods, natural digestive support and premium local proteins including lamb, beef and blue lip mussel

• Crafted a tone of voice that reflects Bunji values of connection, respect for Country, nourishment and affordability

• Produced polished key visuals that showcase the packs in an elevated, editorial style

Results

The new Bunji Native Superfoods packaging introduces a meaningful and culturally grounded brand to the pet category. The range stands out with a strong premium identity, clear variant navigation and an authentic story that resonates with modern pet parents.

By placing Indigenous ownership, Australian ingredients and the illustrations at the heart of the design, Bunji enters the market with confidence, care and a deep sense of purpose.

The project demonstrates how thoughtful design can honour heritage, support community and build a compelling FMCG brand that feels modern while remaining truly connected to Country.