Purina Cat Chow® Re-design Packaging Design

Purina Cat Chow® Re-design Packaging Design

Purina Cat Chow® Re-design Packaging Design is a comprehensive packaging redesign project that exemplifies innovative approaches in pet food packaging, earning recognition with a Bronze A' Design Award in the Packaging Design category. This strategic redesign initiative focused on capturing natural feline behavior while modernizing the brand's visual identity through thoughtful design elements. The project, completed between April 2014 and May 2015, introduced a distinctive visual language that seamlessly integrates natural motifs with contemporary design principles. The packaging features a sophisticated interplay between prominent leaf visuals and cat imagery, creating a cohesive narrative that emphasizes the product's natural positioning. The technical execution employs a seven-color gravure printing process on PET material laminated onto PE, with dimensions of 195x361x90mm for the standard 1.5kg bag format. The design solution effectively addresses the dual challenges of establishing a stronger visual identity while maintaining clear product communication, utilizing color-coded leaf elements to facilitate consumer navigation across different variants. This innovative approach to packaging design demonstrates excellence in combining functional efficiency with aesthetic appeal, incorporating sustainable materials and production methods while ensuring optimal shelf presence. The design's success lies in its ability to convey brand values through visual storytelling, creating an emotional connection with consumers while maintaining practical functionality. The Bronze A' Design Award recognition underscores the project's achievement in advancing packaging design standards through its thoughtful integration of brand strategy, consumer insights, and technical execution.

pet food packaging, brand identity design, visual merchandising, sustainable packaging, consumer navigation, retail presence

— Adam Dawson