Sainsbury's
Hypoallergenic Pet Food

Over the last 10 years, Law Print have worked on a number of pet food launches for Sainsbury’s and their pet food packer. The latest brief? To deliver innovative, multisensory packaging for Sainsbury’s hypoallergenic pet food range.

The range has been developed specifically for hypoallergenic breeds, increasingly growing in popularity with pet owners in the UK.

“From the brief, we could see that packaging would play an important role in the product launch. It was great to see the team at Sainsbury’s willing to invest in new packaging innovations to bring a real point of difference to the range. – Carole Bayne Sales and Marketing Director

What did we do?

Having recently trialled a new type of matt varnish, Law Print presented samples of the new technique, known as Haptic Varnish. As opposed to traditional matt varnish, Haptic Varnish leaves a much thicker and heavier layer of varnish, creating a visibly grainy layer on the film surface, that feels rough to the touch.

For years’ brand owners have been warned of the importance of touch in consumer purchasing decisions. More recently a new wave of emotional marketing looks to capitalise on touch and texture as companies seek to connect with consumers in-store through ‘sensory branding.’

“Packaging provides the perfect platform to explore this and many forward-thinking brands and retailers are spotting the potential very early on. Our NPD team pushed through the Haptic Varnish test prints to be able to show Sainsbury’s physical samples with a natural, craft design, which was ideal for this particular project.”

Authentic, natural and artisan packaging is set to feature heavily in packaging for 2018, as designers look to organic, natural design cues to create a feeling of brand transparency and build consumer trust. Combining these established design codes with the unique tactile experience of haptic varnish, make the bags both look and feel rustic.

[us_testimonial style=”2″ author=”Carole Bayne” company=”Sales & Marketing Director” img=”5433″]It is a natural progression for packaging to become more focused on the total multi-sensory experience, especially in an increasingly digital world. As soon as we viewed Sainsbury’s design concept, we knew that Haptic Varnish offered the edge that was required. The design concept lent itself perfectly to the new textured lacquer finish, and we are delighted that the range as already received such positive feedback.[/us_testimonial]