Purina Beyond design overhaul: From traditional to  “new, natural”

14 May 2018 --- Global design agency CBA has re-designed Purina’s Beyond pet food range in a bid to help bolster its presence as “one of the market leaders” in the natural pet food category. The redesign comes amid an expansion in the natural pet food market, reflecting growing competition.

“Our approach to the re-design was to build on the elements that were already working well in conveying the quality of the natural ingredients, while creating a more stand-out and easy to navigate portfolio at shelf level. We did this with a wider appreciation of how the category is evolving and how competitors are tackling the market in order to help Purina secure Beyond’s position as a leader in the field,” says Will Burke, Chief Innovation Officer at CBA.

The design moves away from the more traditional approach seen on the previous packaging towards a ‘new natural’ approach to pet food, debunking competitors with fresh approaches to colour, branding and illustration. Initially being rolled out across North America, the design also increases the visibility and findability at shelf level and increases the status of the Beyond brand across price tiers.

               
Key features of the new design include:

• More dynamic illustrations on pack that use expressive brush strokes with each illustration being carefully created as a unique icon for the individual recipe. 
• Vibrant colors with high-contrast that catch the shoppers eye level.
• Photography of ingredients shot from above and in natural daylight, reinforcing the pureness and naturalness of the product. 
• Revised brand hallmarks that include hand-written annotations to connect consumers to the ‘hand-crafted’ sensibility of the product. 
• An overall design architecture that improves navigability across the portfolio on the shelf.