Seymourpowell has unveiled the new packaging designs and visual identity for the Nestle Purina PRO PLAN Cat brand. Seymourpowell created the packaging and the styling for all communication materials including the website. Rollout across Europe starts from March 2012.
The Nestle Purina brand PRO PLAN is a high quality product sold through specialist channels - veterinary practices and specialist petshops such as Pets at Home with target consumers driven by health and prepared to pay a premium for high quality, vet endorsed products.
Nestle Purina approached Seymourpowell to create a new look for the brand and following a three way pitch Seymourpowell successfully created concepts taken forward to research. Research in France and Russia produced an overwhelmingresult for the winning concept.
The successful concept creates category-breaking emotional engagement with the consumer through the dramatic & beautiful cat portrait while the heath credentials of the brand are underpinned with strongly scientific communication of specific product benefits. In combination with this, the additional vet endorsement and Purina expertise icons command authority and give full assurance of product quality and performance for the target consumer. Clarity of the range architecture ensures maximum consumer shopability experience and range understanding through clear, approachable colour coding.
Before and After
The creation of an iconic cat image creates outstanding shelf presence and standout, and provides a strong platform for the brand's comms in key consumer touch points. Seymourpowell created a new comms mark that integrates the iconic cat image with the PRO PLAN brand mark to drive one single-minded visual presentation for the brand. The challenge to combine the black & white iconic image mark with the colour world of consumers within advertising, web and point of purchase communication was successfully met through the combined use of thecomms mark and engaging full colour cat imagery featuring specialist breeds. A full identity and brand manual creates the whole world of the new look for all markets across Europe.
"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," explained Phil Houldershaw, Design Director at Seymourpowell. "Key to this was the complete support of the Nestle Purina PRO PLAN Cat brand team who let the idea translate through to all media without dilution or fragmentation."