Packaging design has a decisive impact on the final look and feel of the product and successful brand communication. It must offer a clear, functional solution for all phases of packaging. The crucial task of packaging design is the product differentiation from competitors. Market research is carried out to determine the characteristics the product should satisfy. The brand identity defined in such a way is then carried out to the designer in the form of a design brief. This thesis describes the design process of packaging products for the brand "Tomi Delicious". In order to design the new line of pet food, a student contest was carried out at the Faculty of Graphic Arts. The thesis describes the theoretical propositions underlying the design of the packaging described in the practical part. The thesis describes analyzing the brief, gathering further information, elaboration of ideas, sketching, and the final realization of the design concept through describing each of the visual elements used. A survey is then carried out to determine the extent to which a particular design concept submitted to the competition successfully conveys the brand identity and the settings described in the brief. Given the survey results and new customer requirements the design concept was further developed. The thesis finally describes the process of printing and analyzing print proofs in respect of which the final adjustments are made and files suitable for rotogravure printing are sent to production.