For their stand at Crufts 2025, we adapted Natures Menu's existing space, and added in a shop to facilitate more on the day sales.

Within the main brand space sat the central kitchen area, which acted as the ‘hub’ of the stand. The expert team were on-hand to talk all things pet food, and guests could watch an educational video featuring Natures Menu’s in-house veterinary advisor. Print material was on-hand for guests to peruse too, as well as product display on the kitchen shelves and in the freezer. On the counter, we created ‘ingredient domes’ to showcase what goes into each meal.

At the bottom of the stand, a custom totem with illuminated lighting formed the 'Treat Stop', encouraging guests to stop by and stock up on supplies for their four-legged friends.

On the other side, a custom lightbox and counter were dedicated to the Natures Menu "Breeders Club", encouraging guests to sign up for exclusive discounts and a number of extra treats.

As well as the stand being drenched in Natures Menu green, there were plenty of brand codes integrated across the stand. And at the back, large signage and an LED arrow encouraged guests to flow through into the shop. At the centre of the arrow was a large screen, with a slideshow showing photos of the Natures Menu team and their own pets!

The shop itself was stocked with freeze-dried food, cans and pouches, yet more treats, and the cat food range too. We ensured the built-in stockroom had plenty of additional space for stock, so the team could easily replenish the displays.

On one side, a discovery zone was dedicated to the 'growing menu', with mock packs on log podiums to tease upcoming product launches.