JUST 6

The Challenge.

As pet owners became more ingredient-savvy, Inspired Pet Nutrition spotted a gap for a simpler, cleaner kind of dog food. They wanted something that aligned with modern eating habits, without alienating Harringtons’ loyal core. The new sub-brand needed to do three things at once: feel premium, build trust, and hold its own on busy supermarket shelves.

‍

Our Approach.

‍

We started with the name – Just 6 – a straight-talking proposition built around six recognisable, high-quality ingredients with no fillers or fluff. Visually, we introduced sleek black packaging to signal a new tier of trust and quality. Ingredient imagery was placed front and centre, backed by a colour-coded system for easy flavour navigation. A transparent window on pack brought the simplicity story home.

While the graphics do some heavy lifting, it’s the strategy that really shines through here. Our way of pushing ‘Natural for All’ into cleaner, more premium territory, without losing its everyday appeal really worked for the brand.

‍

The Impact.

‍

Still on shelves years later – and barely touched since launch – Just 6 has proven its staying power. It's carved out a space for clean-label nutrition at scale, expanded the Harringtons audience, and helped solidify the brand’s leadership in the natural pet food space.

‍