Brand Packaging

Multinational > Eukanuba Cat food

January 13, 2010


When the Eukanuba research revealed that cat owners react differently to pet food packaging than dog owners, the brand decided to instate a redesign that would create an emotional connection between the packaging and shoppers. The research had found that large, real life photos of cats were appealing to cat owners, so the brand altered the scale of its pet images, making them larger. The new packaging retained its signature black background, and returned its brand mark to a vertical position, enabling the logo to encompass more of the front display panel, creating greater shelf impact and brand recognition. There’s also a space for key product information on the front of the pack. (Package design: Deskey, www.deskey.com)