Sergeant’s specialises in pet care products – from grooming to carpet cleaning – particularly for cats and dogs. The company began operating
in the UK in the 1990s, with its products being sold in veterinary practices and in specialist pet care shops.
The brief was to design a no-nonsene packaging suite. Sergeant’s was seen as a premium brand which did what it said on the bottle; Sergeant’s was confident of its reputation in the market, so the focus was on clarity and simplicity.
Concept design: Keith Vernège