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Treats for your four-legged friend conveniently packed with Just Russel

Giving pets the best food in the right quantities and making their owners' lives just a little bit easier, that's what Just Russel is all about. That is why they put together dog and cat food tailored to your pet and deliver it to your home. For their new e-commerce business, they turned to VPK for sustainable, efficient and eye-catching packaging. We talked to two of the founders about this collaboration.

Just Russel_unpacked

The ideal food in correct portions


Did you know that up to 60% of our pets today struggle with obesity? That's what the founders of Just Russel wanted to do something about. So in 2020, Louis and Victor Mortreu, Renaat Waeles and Cyriel Van Steen decided to launch a new pet food brand. To help owners serve their favourite four-legged friend the ideal food. "We noticed that owners did not know very well which food suits their pet best and therefore wanted to offer a very user-friendly solution," Louis explains.

Just Russel took a smart digital approach. On the website, you fill in a short questionnaire after which you receive a tailor-made nutrition plan with nutritious ingredients and the right portion size. After a few clicks, the food is delivered to your doorstep. Cyriel says: "The recipes are composed using our algorithm. For this, we collaborated with veterinarians and nutritionists. That way we were sure we could give the best possible recommendations." And their concept caught on. Today, Just Russel operates in four countries: Belgium, the Netherlands, Germany and France.
Just Russel_4

Personalised packaging in three sizes


With the success of their e-commerce, the need for personalised packaging also increased. Cyriel explains: "As a fast-growing start-up, we were looking for a partner that could grow with us and guarantee us the necessary capacity. In VPK, we have found a flexible partner with whom we can work together easily. Moreover, it is a Belgian company that has grown into an international player. We consider those to be huge assets."

VPK designed American boxes for Just Russel in three different formats and double wall cardboard. Sufficiently sturdy packaging to transport food packed in 3 kg bags at national and international level. Each size can hold a different number of bags. Louis further clarifies: “We also had to take into account the stackability of the boxes so that they would fit in the distribution carts. We worked on getting everything to fit down to the millimetre. The ultimate goal was to send as little air as possible. And that worked out perfectly.”

"Did you know that dogs see colours differently? The Just Russel boxes are therefore recognisable not only to owners, but also to their dogs." 

Cyriel Van Steen, co-founder of Just Russel

Just Russel

Conscious choice for sustainability and ease of use


The choice of corrugated packaging was an obvious one for Just Russel. Louis says: "We attach great importance to sustainability. Our boxes therefore carry the FSC© label. We also notice that our packaging is often reused for other purposes after delivery. We can only applaud that." 
Besides the sustainable aspect, the box is a marketing tool in itself. The striking colour combination, messages and placement of the logo contribute to the start-up's brand awareness. 

Cyriel also looking beyond: "Today, we are already working behind the scenes on tomorrow's ergonomics. Together with VPK, for example, we are investigating the possibility of adding handles to our largest boxes. We are doing that to make it even more user-friendly for our customers."

"As a fast-growing start-up, it is important that we forecast our growth as efficiently as possible. In VPK, we have found a partner that can grow with us as well as guarantee us the necessary capacity." 

Louis Mortreu, co-founder of Just Russel

VPK employee_9

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