Aire Global Secures PAC Global Awards 2025 Nomination
As the first of three nominations this year, we’re able to share that Aire Global’s work with James & Ella has been shortlisted for the prestigious PAC Global Awards 2025 in the Brand Marketing – Brand Extension, Non-Food category.
This recognition highlights the strategic and creative approach we applied to elevate James & Ella from an online-only, Direct-to-Consumer (D2C) brand to having a compelling grocery retail presence. By meticulously developing a packaging portfolio architecture that seamlessly combines premium appeal with clarity and differentiation, we ensured the brand stands out and engages with the consumer in what is a highly competitive category.
In a recent study, it was highlighted that 72% of consumers acknowledge that packaging design influences their purchasing choices. 43% of UK pet owners seek healthier food options for their pets, and about one-third are willing to spend more on such products. Our ability to translate consumer data into effective design meant that every design choice for James & Ella needed to captivate and perform – and the results speak for themselves.
From Online to On-Shelf Hero
James & Ella started life as a Direct-to-Consumer (D2C) brand but needed to shine in retail spaces like Waitrose and Sainsbury’s here in the UK. We refined the design to stand out while maintaining its premium identity.
Clear differentiation across tiers
From kibble+Raw to premium Freeze-Dried Treats, we created an engaging and intuitive system that helps pet parents navigate the product range with ease.
Real impact, real results
With bold colourways and a trust-building design, James & Ella was propelled into top positions in a highly competitive market – proving that great design drives real-world success.
The Aire Adaptive Design Team is so proud to have been part of this journey with James & Ella, and this nomination is a testament to the power of thoughtful design to transform brands and connect with consumers.
Do you want to hear more about our work with James & Ella or how Aire Global can help your brand thrive and adapt? Let’s connect and explore how thoughtful design can make a real impact.
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