While developing an interview task for Wuffes, I created a strategic packaging concept for Dental Defender, a dental powder designed to support fresher breath, cleaner teeth and long-term oral health for dogs. The opportunity was to translate a functional pet supplement into a more compelling consumer proposition, balancing scientific credibility with the emotional immediacy of a visible, everyday problem.

The creative direction was built around the insight that fresher breath is likely to be the most immediate and motivating benefit for dog owners, while plaque reduction and long-term oral health provide the deeper reason to believe. I explored how this hierarchy could inform packaging, messaging and display thinking, helping the product communicate quickly on shelf, online and across performance-led channels. The concept also considered how Dental Defender could sit within the wider Wuffes range, using colour, iconography and product storytelling to create distinction without fragmenting the brand.

Across packaging strategy, visual identity, hierarchy and retail context, the project connected consumer insight with practical channel considerations. The final direction positioned Dental Defender as a clear, ownable and approachable addition to the Wuffes portfolio, designed to help shoppers understand the product quickly while giving the brand a stronger foundation for launch, display and campaign activity.