Purina Felix undergoes brand packaging redesign

Brief: Seymourpowell was tasked with the redesign

Purina Felix has unveiled a packaging redesign aimed at improving impact and ‘shopability’.

The redesign was carried out by Seymourpowell and includes premium and upper-premium products across the Purina Felix range.

The agency was tasked with developing product desirability by creating on-shelf standout packaging.

Jonathan Shaw, director of Seymourpowell brand packaging, said: “The redesign project was focused on the essence of the Felix brand and the relationship between Felix and his food.

“It was critical to illustrate Felix as the perfect balance between clever purposefulness and mischievous to communicate the best possible message to shoppers. Improved shopability was important also as the market place becomes ever more competitive.”

Seymourpowell has worked with the Nestlé-owned brand since 2004.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.