Purina Beyond is a line of nutritionally complete natural dog and cat food that starts with simple, natural and recognizable ingredients.
In an industry that was increasingly focused on health, whole foods and real ingredients, Purina was having trouble capturing the attention of its target consumer and retaining market share. Its existing packaging was functional, but wasn’t making impact on shelf and was failing to gain the trust of its consumers.
To help the company elevate the Purina Beyond brand, CBA created a new brand identity and package design system, helping to convey the brand story — celebrating the goodness that comes from nature — in a distinctive, confident and fresh manner. The new design is making a huge impact on shelf: Purina Beyond has catapulted to the #1 and #2 place in natural cat and dog food and has exceeded sales goals by over 15%.
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