Leading global design and innovation company Seymourpowell, is pleased to announce details of the new look created for the Nestlé Purina PRO PLAN catfood brand in Europe. Seymourpowell created the packaging and the styling for all communication materials including the website. Rollout across Europe starts from March 2012. The Nestlé 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.
Nestlé 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 overwhelming result for the winning concept.
Pgoto: Nestlé Purina’s PRO PLAN Catfood new packs
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.
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 the comms 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.
Phil Houldershaw, Design Director at Seymourpowell explains, “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. Key to this was the complete support of the Nestlé Purina PRO PLAN Cat brand team who let the idea translate through to all media without dilution or fragmentation.”