The German discounter Penny tapped WIN, its key partner for packaging design, to relaunch its existing pet food brand. The design team baptized the new brands LUCKY DOGS and LUCKY CATS. The packaging stirs emotion through the use of a little heart in the logo and expressive animal photography on a dark background. The result is high-impact packaging with significant shelf stand-out. The basis of the design is surprising photos of cats or dogs that immediately express the character of each animal. The strong imagery is an especially big appeal for cat and dog lovers and creates strong customer attachment to this private label.