Cowan London Redesigns Supreme Petfoods' Selective Range

Cowan London Redesigns Supreme Petfoods' Selective Range

Cowan London has designed the new brand identity for Supreme Petfoods' Selective range of food and treats for small animals. The new brand design showcases the quality of the range, and delivers shelf-stand out in an increasingly busy segment.

Research carried out by Supreme showed that small animal owners care deeply about the food they give their pets and the demand for all-natural, top quality ingredients, premium products and indulgent treats continues to grow. The new brand design needed to modernize the brand and improve shelf standout without alienating Supreme's loyal customer base.

Research showed that shoppers referred to the brand as 'Science Selective,' but the brand mark used on pack didn't reflect this. Cowan London created a clean and contemporary new brand mark that communicates the perfect balance of science and nature that the products are known for, also incorporating 'science' into the brand mark for the first time.

A new distinctive corporate logo, also designed by Cowan, now appears on all brand touchpoints, reflecting Supreme's expertise in pet nutrition and its understanding of small animals' needs.

The new identity and packaging design created for the Science Selective brand builds on previous work Cowan London carried out with Supreme Petfoods, starting in 2014 when Cowan created a coherent 'everyday' brand, Tiny Friends Farm, to cover a fast-growing range of products, which Supreme launched in 2015. Supreme has enjoyed three years of consecutive growth, with global sales up by 7% in 2017 alone.

"Science Selective is Supreme's flagship range, and they're understandably very proud of it. Our aim was to clearly highlight the product benefits and the quality credentials of the range," said Nicki Mellows, Account Director, Cowan London. "We wanted to modernise the package designs to improve findability and increase appeal, while keeping the visual equities that existing customers know and trust."