LOVE BUG PET FOOD
Packaging / Art Direction / Illustration / Design / Animation
As consumer awareness around sustainability and pet nutrition grew, Mars Petcare saw an opportunity to radically rethink what cat food could be. Insect protein offered a low-impact, high-protein alternative, but shifting public perception around feeding bugs to pets was no small feat.
I worked alongside Futerra to help craft the Lovebug brand from the ground up. The result was a cheeky, colourful visual world that leaned into humour and curiosity. Every touchpoint, from packaging and social assets to tone of voice, was designed to feel fresh, irreverent and planet-positive. Lovebug didn’t just launch a product; it opened up a whole new category.
Lovebug was awarded ‘Petcare Launch of the Year’ by The Grocer in Q1 2022.
CREDITS / Mars Pet Food / Studio Futerra / Creative Director Warren Weebly / Senior Designer Harvey Coxell. 2022
