Purina Cat Chow® Re-design
We wanted to refresh our brand look tone and feel with the objective to also increase our brand equity. Our inspiration was rooted in the heart of our brand, our cats. We wanted to be more emotive and capture cats behaving as cats do.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This is the redesign for Purina Cat Chow brand, cat food. One of our design objectives was to bring to life our brand positioning and create a visual concept that leveraged natural cat behaviour. Cat chow wants cats to be able to act like cats and our food provides them the goodness for this. Our designs celebrate this thereby creating a good link between design and messaging. Our design reflects our bold and optimistic personality. On shelf our design is differentiating and messaging is clear.
OPERATION / FLOW / INTERACTION:
Purina Cat Chow packaging delivers a strong standout and visibility on shelf. This is due to the prominent leaf visual interacting with the Cat which helps convey our take on naturalness. The colour of the leaves also help consumers navigate through the range as they either represent the flavour variant or the variant for the specific need of the cat hence aiding consumers in their shopper journey.
PROJECT DURATION AND LOCATION:
Packaging Project started April 2014 and design was approved and completed May 2015.
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PRODUCTION / REALIZATION TECHNOLOGY:
When embarking on this design journey, our design studio looked at design trends to help bring natural cues into the designs as this was something we wanted to do. A deep dive into natural cat behaviours was also done to help inspire the creative work.
SPECIFICATIONS / TECHNICAL PROPERTIES:
1.5kg bag, gravure printed in 7 colours gravure onto PET laminated on to PE. Size 195x361x90mm (width x height x depth)The range is also available in litho printed boxes and flexo printed woven bags.
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We started our journey by conducting brand internal audits as well as performance assessment to see how our brand was performing and in this way base the redesign on key insights. To validate our designs in market, we used Qualitative testing using a combination of in depth interviews and group discussions in front of mockup shelves in order to assess impact, standout and navigation of the designs.
From a look tone and feel, Cat Chow packaging lacked a strong visual identity. Our challenge was to create a unique and differentiating brand look and feel that could help create meaningful awareness for our brand. The complexity was to remain single-minded in our messaging and deliver a design that brought our brand to life in a relevant way.
TEAM MEMBERS (9) :
Brand Team: Tiago Pereira, Eleonora Farello, Georgy Ketiladze, Design Manager: Lourdes Bogiani-Grant, Graphic Chain Manager: Shunny Lee, Brand Director: Albino Zamboni, Communication Director: Massimo Zucchero, Design Agency: Seymour Powell, Account Director Seymour Powell - Claire Fisher, Creative Director Seymour Powell - Kevin Johnson and Design Director Seymour Powell - Phil Houldershaw
Image and Photo Credit: Seymour Powell
Copyright: Nestle Purina Petcare.