Purina Cat Chow is a food brand for cats, owned by Nestlé. The brand has several dried food options for kittens, sterilized, and adult cats, among others.
As consumers who are always on the lookout for alternatives, we are familiarized with seeing different brands from the same segment, usually placed next to each other on store shelves.
Besides the price point and quality of the food, appealing packaging makes us gravitate towards certain brands even if they aren’t our usual choice.
Purina Cat Chow, however, didn’t stand out from the competition and probably wouldn’t be our first choice if we weren’t loyal customers already. As a result, we decided to look at the packaging more carefully and redesign it to look more up-to-date with today’s consumers.
We developed custom illustrations and a new color palette. Our goal was to appeal to millennials, the highest percentage of pet owners worldwide currently.
Packaging
Considering the existing packaging, we decided to maintain its shape and material and redesign everything else due to conservation purposes.
One of the things that we first noticed was the repetition of information. This factor resulted in a difficulty to search for vital details like main ingredients, food dosage, and recommendations like water intake. Overall, the package was too heavy on text and could use more visuals clues to guide the consumer.
As a result, we redesign the labels, incorporating small illustrations that match the remaining pattern on the background of the package. That way, we make them more appealing and easily understood.
Keeping in mind the main ingredients, we developed the background patterns, which serve as quick visual clues informing about the natural beneficial ingredients for cats.
Other than that, we selected two new accent colors - one for meat and one for fish - complemented by the secondary colors present on the custom patterns.
Copywriting
There were too many languages scattered around the package and not enough translations to provide the fundamental information. The result was confusing and off-putting.
Considering the specific market in our country, we decided to keep only two languages: Portuguese and English. This selection highlights the necessary text and gives it enough white space to coexist harmoniously with the remaining elements.
We stripped all of the repetitive details and rearranged the information, placing them into clusters that facilitate reading and navigation.
