Nutro Ultra Packaging Rebrand Natural Culinary Pet Food For Dogs by Clarkmcdowall Expression Team

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DESIGN DETAILS
DESIGN NAME:
Nutro Ultra Packaging Rebrand

PRIMARY FUNCTION:
Natural Culinary Pet Food For Dogs

INSPIRATION:
We focused on new innovative propositions that further built on the brand’s promise of providing clean food for pets. Nutro Ultra was an existing product in its portfolio but was outdated, out of step with trends and not in line with the Feed Clean philosophy. It would take a dramatic overhaul - product, recipes, positioning, story and design - to reinvent it as a ‘clean culinary experience’ purposefully designed for the specialty pet care shopper.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Inspired by the high-end farm-to-table ‘foodie’ world, our distinctive design echoes the visual and verbal language of premium restaurants and clean eating cookbooks. Ultra broke with traditional pet food navigation systems by using the ingredients as a piece of beautiful expression. The packaging substrate with matte and gloss printed accents provide the finishing touch marking Nutro Ultra as an outstanding product of quality.

OPERATION / FLOW / INTERACTION:
The bags have a resealable closure that allows the user to easily pour out the desired amount of food and reseal to maintain freshness. The trays have an easy-open lid and food can be served directly out of the container, with no need to scoop into another vessel.

PROJECT DURATION AND LOCATION:
This project started in June 2017 in New York, NY USA and finished in June 2018. It is now sold in the USA nationwide.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The outer stand up pouches are flexo printed. We used a white pigmented film with CMYK and two spot colors per pack with both matte and gloss spot elements. The inner pack substrate is food grade and vacuum sealed with a resealable zip closure.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The flat-bottom bags with resealable opening are printed with matte and gloss accents, and measure 216 mm x 127 mm x 489 mm.

TAGS:
pet food, premium, natural, human food trends, dog food, packaging design, brand redesign, feed clean

RESEARCH ABSTRACT:
Research was conducted by our agency, using our proprietary BuildLive methodology. We conducted 4 consumer groups with 6 people per group, understanding their associations with the product and brand idea and decoding cues from premium human dining experiences. Our research led us to a strong creative idea that informed the final look and feel of the brand and packaging design.

CHALLENGE:
Since the Ultra brand was already in existence under a nutrition platform, our main challenge was understanding how to create a multi-platform brand with 2 pillars: full nutrition and culinary delight. We needed to understand how current consumers would evaluate the brand change, and assure they would not be left behind after the update. Could they still find their nutrition brand? Defining a look and feel for the culinary line also took careful consideration and our research led us to understand the right cues to create an artisanal product that would be worth the premium price and accepted by pet parents.

ADDED DATE:
2019-02-28 18:47:22

TEAM MEMBERS (1) :
cm expression team

IMAGE CREDITS:
all images: Photographer Michael John Murphy

Visit the following page to learn more: http://clarkmcdowall.com
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CLIENT/STUDIO/BRAND DETAILS
NAME:
clarkmcdowall

PROFILE:
we transform 
how brands connect with people. as brand architects, 
we reframe brands, tell meaningful stories, create new experiences, help brands 
get noticed, make them shoppable and ultimately more beautiful and lovable. led by Catherine Clark and Paul McDowall, clarkmcdowall was founded on the powerful connection of the creative and strategic mind. we purposefully built a culture of talented branding specialists to ignite the constructive tension between different ways of thinking and solving problems. with over 19 years of proven in-market success, our expertise lies in making complex things simple and tangible, we are able to see the broader implications on the whole brand… so we can build actionable, category-defining solutions – in real time.

NOMINATION DETAILS

Nutro Ultra Packaging Rebrand Natural Culinary Pet Food For Dogs by Clarkmcdowall Expression Team is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Clarkmcdowall Expression Team is also kept secret. This information will also be available later.
AWARD DETAILS

Nutro Ultra Packaging Rebrand Natural Culinary Pet Food For Dogs by Clarkmcdowall Expression Team is Winner in Packaging Design Category, 2018 - 2019.



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