Fresh, Fresher, Freshest

NOW FRESH is now even Fresher with Global Packaging Refresh by Subplot and Petcurean

April 12, 2021


dog, cat, food, design, rebrand, applied arts

How do you make brand recognized for freshness even fresher, a visual refresh, of course. Vancouver-based agency Subplot Design Inc. worked with long-time partners Petcurean, producer of premium quality pet food brands available in more than 35 countries around the world, to rebrand their globally known brand NOW FRESH.

What makes the NOW FRESH brand different is inherent in it’s name: a dedication to providing pet parents with peace of mind knowing that their fur babies are getting perfectly balanced and minimally processed recipes. This dedication is reflected in the brand’s new tagline: “Fresh. Simple. Whole. For every stage of life.”

“NOW FRESH has so much goodness to talk about, it could be overwhelming to the consumer,” says Subplot Creative Director and Lead Designer, Matthew Clark. “This meant making tough choices for the information hierarchy and crafting a design which communicates simply and clearly.”

dog, cat, food, design, rebrand, applied arts

With so many different healthy choices for a wide variety of ages, Subplot focussed their refresh on the beautiful food images to showcase the main proteins in each recipe that is complimented by an information panel that clearly gives the consumer details about each recipe. Simple icons add further clarity by highlighting the single most important feature of each recipe as well as the main product features of NOW FRESH.

dog, cat, food, design, rebrand, applied arts

“Our dogs and cats rely on us to choose the best possible nutrition to help them thrive, and we know that can be a difficult decision to make,” said Anabel Immega, Brand Manager for NOW FRESH at Petcurean. “In choosing NOW FRESH, we want pet parents to feel assured they are feeding their cherished companions perfectly balanced, minimally processed recipes that provide premium quality nutrition with a taste their pets will love—that’s our mission today, tomorrow and every day.” 

“We are so happy with the way that Subplot has brought this to life throughout the packaging,” adds Immega. “The packaging now works even harder to reinforce all the great qualities of this special food.”

A refresh of freshness is a unique design challenge, but one that Subplot accomplished with aplomb.

Creative Credits

Creative Concept & Implementation: Subplot Design Inc.
Design: Andrea Tombleson, Matthew Clark
Typography & Icons: Andrea Tombleson
Creative Directors: Matthew Clark, Roy White
Photography: Raeff Miles
Illustrations (Pets): Diana Finch
Printing: Peel Plastic Products


Since 2007, NOW FRESH has provided pet parents the ultimate peace of mind knowing they’re feeding their cherished companions perfectly balanced recipes tailored to their specific size and age, to help them live long, healthy, and happy lives. Made simply with only premium-quality ingredients like fresh meats and fish, nutrient-rich superfoods, and pre & probiotics, NOW FRESH recipes offer complete, wholesome nutrition for dogs and cats at every size and stage of life. NOW FRESH is part of the Petcurean family of premium-quality pet food products. For more information, visit

About Petcurean

Petcurean is a proudly Canadian company that creates premium-quality pet food recipes; GO! SOLUTIONS™, NOW FRESH™, and GATHER™ for dogs and cats (and cats and dogs). Petcurean pet foods are sold exclusively through pet specialty retailers in Canada, the United States, and more than 35 countries internationally. At Petcurean, with every decision they make and every recipe they create, they put pets first. Please visit to learn more.

About Subplot Design Inc.

Subplot is a leading Branding & Packaging Design firm that specializes in solving tough problems for demanding clients in highly competitive world markets. Savvy marketers are demanding tangible results that grow their business. And they need to connect with consumers who are looking for brands to trust, to love and that add value to their lives. We ensure success with Creative Certainty®: smart, consumer-focused strategy that is brought to life with inspiring, breakthrough design. From our home base in Vancouver, BC, our partners are hands-on with every project; verbal & visual branding, corporate identity programs, packaging systems, campaigns, video and of course, more.