WHISTLER
A BIRD REVOLUTION
CLIENT
FibreCycle
SCOPE
Strategy • Design • Realisation • Brand Playbook • Sustainability Strategy
THE CHALLENGE
Whistler had not been updated for over 10 years, during which time the bird category and consumers had evolved significantly.
We needed to inspire bird lovers and inject new life into a stagnant category.
THE SOLVE
A celebration of the brilliance of birds.
We developed a new platform for Whistler, ‘Avian Intelligence’, establishing the brand as experts in the field and inspiring current and new bird appreciators.
Movement and song are captured through a dynamic, radial illustration, whilst the blue brand colour and gridded information panel grounds the design in authority and trust. Vibrant bird illustrations bring the full range to life on shelf.
Whistler was awarded gold in the 2024 PIDA Packaging Innovation and Design Awards.
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skus ranged in the Pet Specialty channel resulting in impressive shelf presence and brand blocking.
SOURCE: Marketing Manager, FibreCycle. July 2025.
