Saltmine Design Group adds a sophisticated touch to Nestle Purina Fancy Feast packaging

It was important the new packaging appealed to this discerning consumer and acknowledge their desire to choose meals from a high quality range with a wide variety of choices. Saltmine worked closely with Purina on the relaunch of their visual identity and the end result is a clear reflection of the new brand personality.

The core Classic Recipes range has kept its distinctive white background, but has introduced eye-catching gold accents to highlight the premium status of the range.

The A la Carte range (formerly Sensations) is differentiated through a silver pin-stripe background, with teal accents to highlight the tin colour. A lifestyle food shot has also been added to illustrate the quality of the product inside the packaging.

Both ranges include an image of the distinctive, white Fancy Feast cat and the use of vibrant colour banding provides effective navigation through the gourmet flavours, innovative textures and delicious recipes of the range.

The typography used on both ranges is modern and clean to allow for effective range navigation on shelf.

Nestlé Purina PetCare’s Head of Grocery – Sales and Marketing, Nicole Battistessa, said  Saltmine was chosen as NPP’s partner on the Fancy Feast redesign journey.

Says Battistessa: “They were involved from the beginning, through brand research, design, animal talent recruitment, photography, to retouching and finished artwork. We’re thrilled

with the final result and believe that it will greatly help our shoppers navigate through the range whilst improving our impact at shelf.”