Vancouver, BC (May 9, 2012)
– To reinforce a Fall 2011 brand identity and packaging overhaul by Subplot Design Inc.Petcurean Pet Nutrition has partnered with Subplot and Aspect Films to create two stunning Brand Films for their premium pet food brands, GO! and NOW FRESH. The films launch online today, and will appear in retail stores in the coming weeks.


Petcurean is a Canadian, family-owned company founded in 1999, and based on unique recipes and food preparation techniques that use concentrated forms of meat, fish and poultry together with premium-quality fruits, veggies and berries to replicate meals that are similar to what families enjoy at home every day.


“Our new brand identity and packaging has pushed us forward and created opportunities to engage our retail partners’ and our customers’ attention”, says Jaimie Turkington, Marketing Manager at Petcurean. “We have been especially successful in clearly identifying our products’ unique value propositions and benefits, and creating a clear place for them in the marketplace. And, these Brand Films will only reinforce and deepen our customers’ experience”.


The GO! Brand Film was created based on GO!’s positioning line, “Created to put more life into your pet”, and follows the same striking black & white, active pet photography of the packaging and sales materials. Filmed with the Phantom HD Gold, which was shot untethered in a water-proof housing, the 1,000 frames per second footage magnificently captures the intensity, motion and athleticism of three normal, everyday dogs that eat GO! in real life.


GO! Brand Film


The NOW FRESH Brand Film is inspired by the brand positioning line, “It could only be fresher if you made it from scratch”. The film features a woman and dog browsing the morning markets and butcher shops for the freshest, most wholesome ingredients. Aligned with the “fresh market” packaging design, the Brand Film captures the essence of this unique food that features 100% fresh meats and 100% fresh oils; much the same foods as the owner buys for herself.


NOW FRESH Brand Film


A DVD of the films will be sent to Petcurean’s national and international accounts and featured on closed circuit in-store video channels. The film will also be embedded in Petcurean’s website, be distributed through social media channels, and shown at events and trade shows.


Abbreviated Credits

Client: Jaimie Turkington, Petcurean Pet Nutrition

Production: Bryant Bell, Aspect Films

Brand Creative Direction: Matthew Clark, Subplot Design Inc.

Directors: Bryant Bell (GO!) and Adrian Buitenhuis (NOW Fresh)

Brand Copywriter: Pete Pallett

Filmed entirely in Canada


About Petcurean Pet Nutrition

Petcurean is a Canadian-based, family-owned company committed to selling superior quality, nutritionally-balanced pet foods that use natural, premium and fresh ingredients. Petcurean makes every decision with the best interest of dogs and cats in mind. For more information please visit


About Subplot Design Inc.

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


About Aspect Films

Aspect Films is a concept-driven, creative film studio with locations in Vancouver, BC and Los Angeles, California. They provide teams of world-class talent to produce original, valuable and outstanding work.