In this interview, we speak with Gavin Rathbone, Sales Manager at LAW Print Packaging, to discuss the emerging design trends in the packaging industry. LAW Print Packaging is a leading supplier of flexible packaging in the UK, with its head office located near Manchester.
Over the past 20 years, LAW Print Packaging has evolved from a family-run business to becoming part of SCGP, a global manufacturing group that offers flexible, rigid, and fibre packaging solutions across multiple sites in the Far East & Europe.
With their extensive expertise in flexible packaging, LAW has successfully served leading brands in the pet food industry, delivering high-quality, multi-layer barrier packaging suitable for global distribution.
PetPack Journal: Mr. Rathbone, during the pandemic, many people have acquired pets and pet ownership statistics have exploded. With a corresponding impact on the pet food industry. How did you experience this time, did orders increase or change?
Gavin Rathbone: The pandemic certainly led to a surge in demand, directly linked to the rise in pet ownership. Over the past couple of years, we’ve seen this demand level off to more expected figures. However, what has remained is the sheer number of pet food brands now available. This presents significant opportunities for smaller companies to establish successful brands. We take pride in seeing our customers, who started small, continue to grow and thrive in this competitive market.
PetPack Journal: are there any special features of packaging design in general and pet food specifically in Europe that are fundamentally different from other markets?
Gavin Rathbone: The pet food industry is indeed vast and highly competitive. We’re seeing an increasing variety of products—freeze-dried, cold-pressed, vegan, and even insect-based foods. As packaging suppliers, our primary responsibility is to ensure that packaging is fit for purpose and effectively preserves the product. Geographical differences significantly influence packaging construction to maintain product freshness. Moreover, compliance with regional and international legislation, particularly around sustainability claims, is critical. We actively support our customers by providing the necessary information to navigate these regulations.
PetPack Journal: In Europe, we have seen an increase in smaller brands in the pet food sector in recent years, which position themselves in the organic and or sustainability sector, for example, and design their packaging very elaborately for this target group. Have you had any experience in this area?
Gavin Rathbone: Absolutely. The pet food market is fiercely competitive, with many brands offering similar products. Packaging design plays a vital role in capturing consumer attention. It must quickly communicate key information—such as the type of food, flavour, suitable breeds, and sustainability credentials—within the few seconds a consumer might spend browsing. Achieving this effectively requires a blend of creativity and expertise in packaging design.
PetPack Journal: is there a trend towards minimalist design, or do consumers prefer more playful and detailed packaging?
Gavin Rathbone: It really depends on the target market and brand positioning. Premium brands often lean towards minimalist designs that are visually striking and incorporate refined illustrations. In contrast, brands at lower price points tend to adopt more playful and detailed packaging to appeal to a broader audience.
PetPack Journal: Let’s go into a little more detail. Which type of presentation do you see gaining ground in the coming months: photography or illustration? And: rather the addressed animals or the food itself?
Gavin Rathbone: We’re noticing a resurgence in the use of photography, particularly on the back of packaging, to showcase ingredients or the finished product in a bowl. Material choices can further enhance these images, with different varnish finishes adding depth and dimension to the design. This approach helps convey freshness and quality more effectively.
Pet food packaging: Color palettes and look and feel?
Gavin Rathbone: Packaging print is generally limited to a maximum of 10 colours, making the choice and use of colours crucial. Combining these colours with different bag materials can significantly influence the final appearance. For instance, softer-touch materials and various varnish finishes—such as spot or textured varnishes—can elevate the design. Metallic elements are also popular, especially among premium brands, for an added touch of sophistication.
PetPack Journal: How is storytelling integrated on the packaging? Do topics such as sustainability or the origin of the ingredients play a greater role?
Gavin Rathbone: Storytelling is a powerful tool for brands, especially smaller ones with authentic backstories, often rooted in personal experiences or industry expertise. For larger brands, origins in farming or similar backgrounds help build credibility. Effective storytelling on packaging emphasizes the quality of ingredients and the care put into formulation, helping brands connect emotionally with consumers.
PetPack Journal: What materials have been used so far and do you see a change there, e.g. away from flexible packaging towards paper-based solutions?
Gavin Rathbone: This ties back to the concept of “fit for purpose.” While paper is often perceived as more environmentally friendly, it struggles to preserve pet food effectively—especially products containing fats, like most kibble. Achieving necessary barrier properties with paper compromises recyclability. We’ve seen many brands transition from plastic to paper and just as many reverting to plastic due to performance issues.
Innovations in plastic materials remain vital for the pet food industry, and with expanding recycling infrastructure across Europe this will increase the amount of plastic that gets recycled. We’re increasingly able to incorporate recycled content into our packaging which is the next big step.
PetPack Journal: What experience do you have with individualized packaging in e-commerce? How did you solve the tasks?
Gavin Rathbone: Woven bags have become a popular choice among our e-commerce customers. They are exceptionally strong, durable, and waterproof—qualities that make them ideal for protecting products as individual freight. Additionally, they are fully recyclable and can be produced using recycled content, aligning with the growing emphasis on sustainability.
PetPack Journal: Do you see any differences between retail and e-commerce packaging?
Gavin Rathbone: The main distinction is indeed the use of woven bags in e-commerce. These bags offer superior durability and recyclability compared to traditional retail packaging. However, they do come with certain limitations regarding features compared to bags typically used on retail shelves.
PetPack Journal: Are there trends towards integrating QR codes or augmented reality functions into packaging to strengthen customer loyalty?
Gavin Rathbone: Yes, QR codes are becoming more prevalent as they allow brands to provide up-to-date information without redesigning packaging—particularly useful given the varying regulations across different countries. Beyond compliance, QR codes offer a valuable opportunity to engage consumers directly and even gather customer data for more targeted marketing efforts.
PetPack Journal: What creative approaches are there to make pet food packaging stand out at the point of sale?
Gavin Rathbone: First impressions are crucial. Packaging needs to clearly communicate what the product is, its benefits, and convey a sense of freshness and quality. Thoughtful design elements—such as varnishes, metallics, and high-quality imagery—combined with a clear and engaging brand message can significantly influence a consumer’s purchasing decision.
PetPack Journal: In your opinion, what are the major trends for packaging, especially pet food packaging, in the coming year?
Gavin Rathbone: The demand for recycled content is set to grow substantially. Being part of the SCGP packaging group, we’re well-prepared for this shift with our ability to offer closed-loop recycling solutions. Our ISCC+ certification also ensures traceability and suitability for food contact with recycled content. As the industry increasingly prioritises sustainability, our leadership in recycled material options positions us well for the exciting developments ahead.
PetPack Journal: Mr. Rathbone, thank you for this conversation!
Learn more about Law Print Packaging:
Direct contact to Mr. Rathbone:
+44 (0) 161 440 7302
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