New Zealand dog treats. Kai Kuri is a business that manufactures these treats and then distributes them throughout the world. They have a substantial market share in the UK. It was felt that the packaging that was on the shelf at the time looked cheap and that a more sophisticated approach was called for.

Notice the Maori motifs that flow through the design and the use of photography to communicate something of the rugged spirit of New Zealand. All of this is balanced with a quirky product window through which dried dog food can be seen.