Nom Nom came to The Creative Pack to develop packaging for “Nombles,” its innovative new line of Scoopable Meal Clusters. They are a pourable or scoopable-from-frozen and quick thawing to serve dog food for your favorite pup in just 15 minutes. These clusters are perfect for serving as your pet’s main meal and are also ideal as a treat or topper, letting pet parents choose how much to scoop or pour, with the ability to then reseal the bag and store it in the freezer for the next meal.

A person is pouring out the Nom Nom Scoopable Meal Clusters into a blue dog bowl. The Chicken & Sweet Potato Recipe bag in Squash Yellow is behind the dog bowl.

The goal was to create something unmistakably Nom Nom, while introducing a fresh look that highlighted the innovation behind this entirely new product format. The design needed to feel familiar to existing consumers while captivating shoppers and standing out within the busy freezer aisle.

The range launches with two SKUs, Chicken & Sweet Potato Recipe and Beef & Potato Recipe. Both follow a cohesive design system while using distinct color palettes and photography to differentiate each recipe and create easy shopability.

Nom Nom Scoopable Meal Clusters. On the left is the Chicken & Sweet Potato Recipe in Squash yellow and on the right is the Beef & Potato Recipe in Chew Toy Pink. Both featuring a bowl of these Nombles and dogs licking their lips

The Scoopable Meal Clusters also mark one of the first times Nom Nom has featured dogs prominently on its packaging, other than their treats. While the brand has traditionally let the food take center stage, introducing a dog brings a new layer of personality, emotion, and excitement to the pack. The photography captures that familiar moment between a dog and their owner. It is that moment of anticipation just before mealtime, when they know exactly what is coming and are eagerly waiting for the “okay!”

A full bowl of Scoopable Meal Clusters sits atop a playful, graphic countertop as an expressive dog peeks over the edge, eyes fixed on its owner and tongue licking its “lips” in anticipation. The interaction creates a moment that feels joyful, relatable, and distinctly Nom Nom.

A white dog bowl with a heaping pill of Nom Nom Scoopable Meal Clusters in it. A couple pieces sit outside the bowl and in front of it. Behind the bowl is a bag of the Beef & Potato Recipe in Chew Toy Pink.

While the dog draws shoppers in, the food remains the hero. The photography highlights Nombles’ unique cluster shape and visible inclusions of real ingredients like sweet potato, egg, and spinach. A few clusters scattered outside the bowl offer a closer look at the product itself, helping communicate what makes this new format so great. Together, the expressive dog and mouthwatering food photography balance emotion with appetite appeal. It captures the excitement of mealtime while putting the innovation of Nombles front and center.

The result is a packaging system that feels unmistakably Nom Nom while giving these Scoopable Meal Clusters, an identity all its own. Bold, playful, and full of personality, the design brings together product innovation, appetite appeal, and the pure excitement dogs have for mealtime. It creates a strong presence in the freezer while making a new kind of dog food feel instantly approachable, delicious, and undeniably Nom Nom.

An Australian Shepard lays down eager to eats is big bowl of Nom Nom Scoopable Meal Clusters. Next to the bowl is a bag of the Scooopable Meal Clusters in the Chicken & Sweet Potato Recipe.

Photography by Brighton Agency