Saltmine Design Group brings the Farmers Market to the Supermarket with New Pet Food Brand

Sydney brand design agency, Saltmine Design Group, is excited to announce the launch of the new Farmers Market pet food brand, from the Real Pet Food Company.

The Real Pet Food Company commissioned Saltmine, known for their passionate fight to push the boundaries for Challenger brands, to create the master brand identity for a new, super premium quality pet food offering to be launched in both Australia and the United States.

With 46% of Australians now considering themselves a “foodie”*, what we eat and how it looks has become front of mind for many shoppers, and they demand the same quality for their precious pets. 
With this in mind, the Real Pet Food Company set out to create a brand which will set a new benchmark in the pet food category, providing superior taste as well as excellent nutrition from real, natural ingredients. 

Saltmine set out to shake up the category, designing the brand mark and packaging for the entire range which includes over 60 varieties across fresh, frozen, wet, dry and treats segments in the Australian and US markets.

The brand name FARMERS MARKET was the chosen due to it connotations of real, natural, premium ingredients, which the brand stands for. We know that the brand’s target consumers would love to have the time to shop for their pets’ food at farmers markets and prepare it lovingly at home, as they would their own, but the reality of a busy life means this doesn’t usually happen. That’s where FARMERS MARKET comes in, with wholesome, balanced meals expertly prepared and ready to serve. Recipes are carefully designed with dogs’ nutrition and tastes in mind, and feature succulent meats gently cooked to seal in the flavour.

The new brand name led to creation of a masterbrand identity for the new brand.  The brand mark is a circular device, a seal of quality which sits atop a dark, premium blue background to denote best in class, with a subtle pinstripe, reminiscent of a butcher’s apron.  And what’s most different to the rest of the category?  There’s not even a cheesy, posed dog photo on pack!  

FARMERS MARKET’s brand promise, “Real food, real flavour. From farm to bowl™”, is brought to life throughout the design with the three tick claims on front of pack and the photographic depiction of the real, natural ingredients featured in each recipe.

Germaine Chua, Category & Strategy Director at the Real Pet Food Company says, “We are very excited to be working with Saltmine on the company’s first new brand launch. Saltmine are passionate about creating successful Challenger brands and that’s what we’re setting out to do.  Key to the success of this project was creating a visual identity that looks good enough to eat and I think they’ve nailed it.“

The FARMERS MARKET range is available now in the chilled and dry pet food aisles at Major Supermarkets.

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Source: *NewsLifeMedia (NLM) research, November 2015

Note to Editor:  
Saltmine Design Group is a Sydney-based brand design agency, which works in all facets of brand design including branding, packaging and activation. Please visit to find out more. 

A little about FARMERS MARKET:
“At Farmers Market, our philosophy is simple: We believe your pet deserves real food. Our wholesome, nourishing meals are made with honest ingredients from real farms, just like you’d find at your local farmer’s market and prepare in your own kitchen. We proudly source our whole, natural ingredients from the farms, and carefully craft our recipes to deliver delicious, balanced nutrition. Where possible, we apply slow cooking techniques to ensure our food retains its nutrients and taste. It’s our commitment to real food and real taste that makes us unique, and makes us the first choice for owners who demand wholesome nourishment for their pets.”
For more information: 

For further information including high-resolution images of the FARMERS MARKET products, please contact:
Amy Anderson – Saltmine Design Group – 0424 848 432 –


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