Purina Gourmet
The Opportunity
Nestlé Purina Gourmet is a premium cat food brand focused on “the ultimate eating pleasure for cats who are worth it”. With strong culinary cues and a highbrow personality, the brand is positioned as a special, indulgent experience for cats and their owners.
Over time, the success of building each sub-range’s unique offer had created a very large portfolio that had become disconnected from the master brand and difficult to navigate. Our challenge was to create a more cohesive brand identity and packaging design system across the entire portfolio, at both master-brand and range level, while introducing a more approachable personality to support the brand’s targeted growth.
Services
- Design Strategy
- Brand Identity
- Packaging Design
- Portfolio & Range Architecture
- Food Styling & Photography
- Brand World
- Brand Guidelines
Nature's Finest
The Otherly created a cohesive visual identity and premium cat food packaging design system, giving Gourmet a more approachable brand personality while strengthening recognition across its extensive portfolio. Inspired by human food expression, each range conveys an impactful product story that instantly cuts through a crowded category today, whilst protecting and driving future brand affinity for tomorrow. The beautifully shot ingredients, captured in their raw and precious state, ensure a super-premium, natural look and feel whilst leveraging the codes of simplicity, culinary creativity and modernity.
A simple, yet impactful design system; the bold, vibrant, and confident designs, created with flair and passion align with The Otherly’s way of working with the Gourmet’s brand values.
A brand world that allows stretch into new areas, nature inspired food proposition or unique serving experience.
