Proof in the Pentawards 2026 shortlist

Our work for Proof has been shortlisted for the Pentawards, the world's most prestigious packaging design competition. Proof is a pet food brand focused on nutrition that delivers real, measurable results. The brand name metaphorically conveys tangible evidence that a pet is healthy, happy, and full of life, while playfully combining the sounds "purr" and "woof." The slogan, "Feed the Difference," encapsulates the brand's philosophy, emphasizing that better nutrition leads to a visible and meaningful improvement in a pet's life.

A defining element of the visual identity is the series of pet illustrations. Simple, expressive, and full of personality, each character features playful, slightly mischievous facial expressions, often with its tongue sticking out, as if visually “approving” the food. These illustrations bring warmth, humour, and emotion to the brand, making it approachable, engaging and highly memorable.

Pentawards is the leading global platform dedicated to recognising, celebrating, and advancing excellence in packaging design. Each year, it honors the world’s best packaging designs, and this year the competition received more than 2,000 entries from 66 countries.

This year’s jury consisted of 50 experts from over 20 countries, including representatives from globally renowned brands and design agencies such as Coca-Cola, Unilever, LEGO, Heineken, Estée Lauder, Pearlfisher, Pentagram, Landor, and Elmwood.