Nutro Ultra Packaging Rebrand: A Culinary Experience for Pets

Clarkmcdowall Expression Team Transforms Pet Food Packaging with Innovative Design

The Nutro Ultra rebrand was born from the need to align the product with the brand's promise of providing clean food for pets. The existing product was outdated and not in line with the Feed Clean philosophy. The overhaul included product, recipes, positioning, story, and design. The result is a distinctive design that breaks with traditional pet food navigation systems by using the ingredients as a piece of beautiful expression.

The packaging substrate with matte and gloss printed accents provides the finishing touch, marking Nutro Ultra as an outstanding product of quality. The outer stand up pouches are flexo printed, using a white pigmented film with CMYK and two spot colors per pack. The inner pack substrate is food grade and vacuum sealed with a resealable zip closure, ensuring the product's freshness.

The design process was not without challenges. Since the Ultra brand was already in existence under a nutrition platform, the main challenge was understanding how to create a multi-platform brand with two pillars: full nutrition and culinary delight. The team conducted extensive research to understand the right cues to create an artisanal product that would be worth the premium price and accepted by pet parents.

This project started in June 2017 in New York, NY USA and finished in June 2018. It is now sold in the USA nationwide. The Nutro Ultra rebrand has been recognized for its innovative design, winning the Golden A' Packaging Design Award in 2019. This award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom.

Clarkmcdowall Expression Team's Nutro Ultra rebrand is a testament to the power of design in transforming a product's image. With its innovative design, Nutro Ultra is not just a pet food product, but a clean culinary experience for pets.