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Purina: Branding and Packaging by Seymourpowell

Client: Purina
Date: Jun 2016
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Leading design and innovation consultancy Seymourpowell is pleased to announce details of its recent work creating the new branding and packaging for premium cat food, Purina Cat Chow. The new designs have been created to fully reflect the brand’s ethos of using natural ingredients that complement the natural behaviour and nutritional needs of cats.

Seymourpowell developed a leaf-shaped device for the packaging to communicate Cat Chow’s natural credentials. On pack a vibrant green leaf illustration holds the messaging ‘with Naturium to support healthy digestion’, and an adjoining leaf contains a photograph of the cat food contained inside the packaging. The two leaves are brought together by a green stem leading down to an illustration of a carrot and a wheatsheaf, directly linking the Cat Chow product to its natural ingredients in a clear and transparent way.

A further use of the leaf-shape device can be seen large-scale in the background of the design, seamlessly wrapping around all elements on pack and bringing the brand story together. This new asset is ownable to Cat Chow and furthers its naturalness positioning while also being a practical way of both uniting the whole range of products & differentiating the various flavours and special care SKUs in the range.


Client Director: Claire Fisher

Additional Credits: Design Excellence Manager (Purina): Lourdes Bogiani