Purina Cat Chow® Re-design

Packaging Design

Nestle Purina PetCare & Seymour Powell collaborated to redesign the packaging for Purina Cat Chow, a popular cat food brand. The objective was to refresh the brand's look, tone, and feel while increasing brand equity. The inspiration for the redesign came from observing and capturing natural cat behavior, aiming to create a more emotive and engaging visual concept.

Body

The redesigned Purina Cat Chow packaging stands out on the shelf and effectively conveys the brand's positioning. It leverages natural cat behavior to create a strong visual concept that aligns with the brand's objective of allowing cats to act like cats. The design celebrates the bold and optimistic personality of the brand, while also differentiating itself from competitors and delivering clear messaging.

The design team at Nestle Purina PetCare & Seymour Powell utilized design trends and conducted in-depth research into natural cat behaviors to inspire their creative work. The result is a packaging design that effectively communicates the brand's values and creates a meaningful connection with consumers.

The technical specifications of the Purina Cat Chow packaging include a 1.5kg bag, gravure printed in 7 colors onto PET laminated on to PE. The size of the bag is 195x361x90mm (width x height x depth). The range is also available in litho printed boxes and flexo printed woven bags, providing options for different packaging needs.

Conclusion

The Purina Cat Chow packaging redesign project started in April 2014 and was completed in May 2015. The design team conducted extensive research and testing to ensure the effectiveness and impact of the new design. The result is a contemporary and distinctive packaging that showcases natural cat behavior and strengthens the brand's visual identity. The design has been recognized with a Bronze A' Design Award, highlighting its creativity and contribution to improving the quality of life for cats and their owners.