Vital Petfood Group A/S (VPG) is one of the leading companies in the Scandinavian pet industry. The company specializes in a ”private label” concept, offering recipe solutions in all petfood categories to retail businesses. The job at hand was to present the numerous choices and combinations to the customer in an accessible and simple way, making it clear that the product is high class when it comes to quality as well as production methods. With that in mind, we chose to focus on the similarity to human food, as opposed to animal fodder, presenting the product in the form of a restaurant menu. This tongue in cheek approach resulted in four menus, the Classic Menu and the Special Menu for cats, as well as for dogs. Bon appetite!