Grubbo; Australia's first sustainable pet food

Grubbo is a new insect-based protein pet food meeting the needs of urgent climate action. Made from insect-based protein (grubs), Grubbo offers dog lovers a delicious, healthy, low carbon impact product.

Being the first of its kind in Australia and a direct-to-consumer product, the solution needed to convey Grubbo’s unique proposition, while having an impactful and resonating design that pet owners would want to share with their community.

Celebrating the pet’s point of view, the primary colour palette of blue, black and white is based on a dog’s spectral range. A graphic and playful world of organic ingredients, grub protein and cheeky pets who have a say.

Every aspect of this product accounts for a low carbon approach. Built in are outcomes designed to delight, reuse and recycle. Single colour print, graphic images, colour blocked fixing all make impactful yet sustainable product packaging. While in the digital world, pops of colour contrast the graphic approach, allowing the product to flourish outside of its physical form.

The project was taken on via ‘Design for Good’, Edison Agency’s community program aiming to achieve a balance between profit, people and planet.