Vancouver, BC (November 22, 2011) –  As the next phase of Subplot Design Inc’s complete brand overhaul of Petcurean Pet Nutrition’s brand identity and GO! and NOW FRESH packaging lines, Petcurean is launching their Mobile Interactive Food Selector and Consumer Website today.


With over 12 years of success and over 100 skus of premium pet food, Petcurean is a leader in Pet Specialty Stores with strong representation in Canada and growing representation in the US, and key products in another 25 countries worldwide. Petcurean’s new brand identity, packaging systems, and 6 brand new recipes were launched at SuperZoo 2011 in Las Vegas in September.


As part of Petcurean’s mandate to continually improve the health and lives of pets, they have included QR codes on all new packaging and on select shelf talkers which link to a mobile-optimized Interactive Food Selector, which guides the consumer through steps to discover the best Petcurean foods for their pets. Taking into consideration factors ranging from gender and age, to activity level and weight, to various health concerns, the Interactive Food Selector is a user-friendly yet powerful tool.


“Petcurean has really made a fantastic asset for educating and engaging their consumers”, says Subplot Creative Director and Lead Designer, Matthew Clark. “With QR codes on all packaging and on shelf talkers, the consumer is aided as they are looking to make that all-important decision at retail”.


“The QR codes really serve to augment the already rich information that we have included on the packaging about ingredients and nutritional information, and help give more power to the decision maker”, adds Clark.


The full website at offers an even further wealth of information. On top of the full nutritional and ingredient information on each recipe that pet specialty consumers have come to expect, the website also includes a full Glossary of Ingredients and Health & Nutrition Information.


To help support the already vibrant Petcurean community, the website also includes a live Twitter Feed, a Community section with testimonials and Facebook feed, Breeder Program details, Sponsored Events and Sponsorship Application. The website is a robust resource for consumers and also offers stories about the pets featured on the GO! packaging, Petcurean’s Story, and an all-important Find a Retailer section.


Subplot Design Inc. developed the Brand Design Platform and Packaging Design, and provided all Graphic Assets and Creative Direction for the website. Harv Craven Design took the lead on the Web and Mobile Interactive Food Selector Tool Design & Development. Pete Pallett Creatologist provided all copywriting and worked with Petcurean to create all web content.



About Petcurean Pet Nutrition

Petcurean Pet Nutrition is a Canadian-based, family-owned company committed to selling superior quality, nutritionally-balanced pet foods choices using natural, premium and fresh ingredients. We make 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. 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.