Vital Essentials Packaging Rebrand | 2022-2023

Designer: Shawn McConnell, Tyler DeHague, Skidmore Studio, Detroit, Michigan, USA
Manufacturer: Carnivore Meat Company - Vital Essentials, Green Bay, Wisconsin, USA

To signify the premium nature of the product within, skeuomorphic and textural cues like kraft paper, twine, and hand-written type treatments are sprinkled throughout the brand calling back to the theater of the butcher shop. This meat was cared for and packaged by hand and the brand wants the customers to quickly identify that. Additionally, the rebrand features a new “Tabby” icon that symbolizes both the butcher counter ticket and the pets they serve.