The pet food industry is undergoing dramatic change. Consumers are not only seeking out natural and organic food for themselves, but for their pets as well. For Purina this trend presents a business challenge. The search for quality natural food is driving consumers to specialty shops and away from mass retail and grocery stores. In order to combat this trend, Purina developed a new product – Beyond Natural Pet Food. 

Illustrator Steven Noble was therefore brought into the project, with his masterful expertise in the woodcut illustration style, to create these "organic" quality hand-crafted illustrations for their extensive line of pet food. Every element of these illustrations and design is meant to communicate “natural” – from the colors, to the background paper textures, to the irregular edges from cod fish to chicken, turkey, salmon, lamb and many, many more...