Chilliwack, BC (November 1, 2016) – With consumers increasingly expecting sustainability, transparency and organic ingredients in their pet food and its manufacturing process Petcurean Pet Nutrition today rolled out GATHER to pet specialty stores in the U.S. and Canada. Long-time partner, Subplot Design Inc. collaborated with Petcurean on the brand and product strategy, and is responsible for the brand name and all packaging and promotional design.


GATHER is a new pet food line crafted from certified, organic, non-GMO and sustainably produced ingredients. The recipes are perfectly blended to provide dogs and cats complete, balanced natural nutrition with premium quality ingredients.


When developing GATHER, Petcurean searched for and found a handful of farmers, growers and fishers of the highest integrity, who were practicing the responsible and sustainable production of extraordinary quality and natural ingredients. Those who earned Petcurean’s confidence have become the secured sources and trusted partners that supply the premium quality ingredients used in GATHER.


Each recipe is free from rendered or genetically engineered ingredients and features a single source, fresh and dehydrated primary protein, as well as premium ingredients like MSC Certified krill, peas, lentils, chickpeas, organic flaxseed and other essential ingredients.


Wild Ocean

MSC Certified, Fresh, Line-caught Alaskan Cod

Free Acres

Sustainably Produced, Certified Organic and Free-run Chicken

Endless Valley

Vegan Certified, Certified Organic Pea Protein


“As a company, we’ve always been committed to providing nutritious, quality recipes for pets using whole food ingredients, and with GATHER, we’re taking our commitment one step further by meeting the growing consumer demand for complete responsibility and accountability,” said Rick van Schagen, President at Petcurean.


“We took time to seek and find partners whose integrity, transparency and sustainability practices mean we can deliver functional, whole foods from the earth and oceans to keep pets healthy, happy and loving life, as naturally as possible. Consumers are increasingly demanding unique, natural brands – we created GATHER to be proactive and ready to meet that demand.”


The GATHER name, packaging and all promotional materials were developed by Subplot Design Inc.


“This product has so many positive attributes, from certified and organic ingredients, to sustainable production methods to the responsible packaging, the challenge was to distill this down into a clear message for pet food shoppers”, says Matthew Clark, Subplot Founder & Creative Director.


“The name, GATHER, sets the first expectation: bringing together the many suppliers, ingredients and sources into one amazing food.”


The packaging platform builds on this idea by focusing on the main protein source of each recipe (fish, chicken, vegetables) with a unique illustration by Toronto illustrator, Darren Booth. Wrapping around the side of the bag, we follow the journey of the ingredients: from other fruit & vegetable ingredients on a farm, to the town and city, straight to the pet food store and pet’s bowl. The path from “farm to bowl” underscores GATHER’s commitment to sustainable process, premium certified ingredients and freshness. Icons direct attention to the major ingredients and benefits, as well as all certifications.


To further show Petcurean’s commitment to sustainability, GATHER leverages a USDA certified bio-based packaging to help reduce the product’s environmental impact. By using bags that are one-third plant-based, Petcurean has reduced its use of petroleum-based resources by 30 percent; for every 16 lb. bag the company makes, it saves close to a 4lb. bag worth of petroleum-based material.


The GATHER line of pet food is now available in pet specialty retailers. To find out where GATHER is available please visit


Project Credits

Creative Concept & Design Subplot Design Inc.

Creative Director & Designer: Matthew Clark

Copywriter: Pete Pallett

Illustration: Darren Booth

Client: Petcurean Pet Nutrition


About Petcurean Pet Nutrition
Petcurean is a family-owned Canadian company that creates premium-quality pet food recipes; GO!, NOW FRESH, GATHER and SPIKETREATS for dogs and cats (and cats and dogs). GO! provides solutions for your pet’s unique dietary needs; NOW FRESH is the only dry pet food to use 100% fresh meat and fresh omega oils; GATHER is crafted from certified and organic ingredients, sustainably produced; and SPIKE lets you reward your dog with treats made using all natural ingredients. Petcurean pet foods are sold exclusively through pet specialty retailers in Canada, the United States, and more than 20 countries internationally. At Petcurean, with every decision they make and every recipe they create, they put pets first. Please visit to learn more.


About Subplot Design Inc.

Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.