From http://www.packagingnews.co.uk/
Design agency Seymourpowell has unveiled a new look for Nestlé’s Purina Pro Plan Cat brand ahead of a pan-European roll-out for the product.
As well as the packaging, the London agency has created the look for all the cat food brand’s communication materials and its website. It won the work after a three-way pitch.
The design is intended to create what the agency described as “category-breaking emotional engagement” with the consumer by using a “dramatic” portrait of a cat.
The product’s health credentials are highlighted with strongly scientific communication of specific benefits, while the packs are colour-coded to make them easy to shop for consumers.
Seymourpowell design director Phil Houldershaw said: “Our approach – to break the mould for the brand with the creation of the big cat face design – challenges specialist channel category norms and creates a great icon for the brand.
“We were looking to create a design that would stretch beyond packaging into all touch points, which we believe we have achieved.”
Pro Plan Cat European marketing manager Sarah Bell-Klauser praised the “brilliant design strategy and break-through creative” and added: “Seymourpowell helped us break the rules and create something truly innovative.”
Pro Plan Cat is sold through specialist channels such as veterinary practices and specialist petshops where consumers, according to the agency, are prepared to pay a premium for high quality, vet endorsed products.
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