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The German discounter Penny approached WIN as the main trusted partner for packaging designs to relaunch their existing pet food brands. Giving the new brands LUCKY DOGS and LUCKY CATS an emotional feel by integrating a little heart into the logo and working with emotive animal photography on a dark base, WIN achieved a big-impact packaging with a significant shelf stand-out. The basis of the design are surprising photos of cats or dogs, which make the very own character of the animals visible. The strong imagery in particular has the big appeal for cat and dog lovers that creates the desired attachment to this private label.