Gilbertson & Page Limited packaging
Gilbertson & Page Limited is a heritage pet food manufacturer specializing in dog, cat, and ferret nutrition. Their packaging strategy emphasizes brand visibility and shelf impact, utilizing flexible bags and folding cartons to deliver robust, retail-ready solutions for the pet food sector.
Packaging Portfolio
Gilbertson & Page Limited deploys a dual-format packaging portfolio, dominated by flexible composite plastic bags for bulk pet food and complemented by single-layer paperboard folding cartons for select lines. The flexible bags are primarily glossy, featuring high-impact color schemes and prominent imagery, while cartons serve retail differentiation with matte finishes and clear product segmentation. Both approaches are designed for efficient logistics, product protection, and maximized retail visibility, though the adoption of advanced sustainable materials remains limited compared to some industry peers.
The packaging is a flexible bag designed for dog food, featuring a vibrant blue background with a large image of a golden retriever. The front displays the brand name 'GILPA' prominently in white letters, along with the product name 'Super Mix' in a contrasting yellow font. The bag has a smooth, glossy finish, enhancing its visual appeal. The top of the bag is sealed, and there is a clear indication of the product's features, including 'VAT FREE UK' and nutritional information.
The packaging consists of three distinct boxes, each designed for pet food products. The boxes are made of single-layer paperboard, featuring smooth, flat surfaces without any visible fluted layers. Each box has a clean, precise construction with sharp edges and folds, indicative of folding carton design. The colors are vibrant, with a blue box for 'Super Mix', a red box for 'Kennel', and a purple box for 'Umami'. Each box showcases images of dogs and cats, enhancing the visual appeal for pet owners.
The packaging is a flexible bag made from a composite material, likely a combination of plastic and paper. The bag features a glossy finish with a large, colorful graphic of a dog prominently displayed on the front, alongside product information and nutritional details. The overall design is eye-catching, with a brown background and contrasting colors for the text and images.
The packaging is a stand-up pouch made from a multi-layer flexible material. It features a glossy finish with a vibrant green background and a prominent illustration of a dog. The front displays product information, including the brand name and product type, in bold, clear fonts. The top has a resealable closure, and the sides are slightly crinkled, indicating the bag is filled.
The packaging consists of multiple boxes arranged in a row, each featuring a smooth, flat construction typical of folding cartons. The boxes are predominantly rectangular with clean, precise edges and folds. They display vibrant colors and graphics, indicating a focus on retail presentation. The surface appears to be a matte finish, enhancing the visual appeal. Each box has a distinct color scheme and design, suggesting differentiation among product lines.
The packaging is a flexible bag made of a plastic material with a glossy finish. It features a vibrant red background with a large image of a dog on the lower part. The top section contains the brand name 'GILPA' in bold black letters, along with additional product information in smaller text. The bag has a sealed top and no visible closure mechanism such as zippers or tear strips.
About the Brand
Gilbertson & Page Limited is a UK-based pet food producer with a legacy spanning over 150 years, focused on quality and nutritional value for companion animals. The company adopts a multi-format packaging approach, deploying both flexible plastic bags and paperboard carton boxes to address product protection, shelf life, and brand communication needs.
With a medium-sized operation and a strong e-commerce presence, the company balances traditional branding with modern packaging requirements. Products are distributed through both online and physical stockists, necessitating packaging that prioritizes durability in transit and strong shelf presence. Their use of color-coded, visually impactful packaging supports product differentiation across diverse pet food lines.
Key Differentiator: Gilbertson & Page Limited’s unique differentiator lies in their consistent, brand-forward design language across flexible and carton packaging formats, and a demonstrated commitment to quality as evidenced by their Royal Warrant and adherence to quality standards.
Design System
Visual Style
Bold, sans-serif typography with high color saturation (reds, blues, greens, purples) and glossy or matte finishes, supporting strong shelf impact and easy product identification.
Brand Identity
Consistent use of the GILPA logo and product line branding, with clear visual hierarchy; iconography centers on pet imagery to reinforce use-case relevance; all packaging maintains cohesive brand language across formats.
Packaging Design
Material selection favors flexible multilayer plastics for bulk and durability, and paperboard cartons for retail differentiation. Structural choices reflect a balance between protection, stacking efficiency, and shelf appeal, with limited resealability outside of premium lines.
User Experience
Design supports straightforward product selection via color-coding and clear labeling; packaging prioritizes function and durability for repeat purchases, with moderate focus on tactile or premium opening experiences.
Company Metrics
Business insights for Gilbertson & Page Limited based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Pet owners seeking quality nutrition for dogs, cats, and ferrets; distributed through both retail and online channels across the UK.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for Gilbertson & Page Limited based on industry standards and best practices
Frequently Asked Questions
What types of packaging formats does Gilbertson & Page Limited use?
The company utilizes flexible packaging (plastic composite bags and stand-up pouches) for bulk pet food, as well as folding carton boxes for select product lines, optimizing for both logistics efficiency and retail visibility.
How sustainable are their packaging materials?
Most packaging solutions use conventional plastics and paperboard, with moderate integration of recyclable materials. While effective for product protection and branding, there is limited evidence of advanced sustainable packaging initiatives.
How does the packaging contribute to the customer experience?
Packaging designs feature vibrant graphics and clear branding, enhancing shelf presence and aiding customer product selection. The lack of premium unboxing features (such as resealable closures on all products) places emphasis on utility over luxury.
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