When your brand is all about joy, how do you set tails wagging?
Although Pet’s Choice had a new, bold and modern packaging design for Webbox Naturals with fantastic shelf blocking, sales were dropping and retailers de-listing so something urgently needed to change.

Following an open conversation about the existing challenges, OurCreative. were brought on board in order to bring natural to the forefront. We were careful to evolve the existing brand identity, as a third redesign would be confusing in such a short space of time.

We removed the paw, which didn’t feel like an ownable asset for the brand, retaining the dark blue in a softer more natural shape.
We also addressed the graphical balance of the branding versus the product title, flavour variants and navigational claims, updating the tone of voice to consumer-friendly language to better reflect the end benefit. We placed the brand strapline “Joy from nose to tail naturally” proudly on pack reinforcing the natural cues, along with the new muted colour palette and natural illustrations, moving away from the turquoise background and tropical leaves that felt more appropriate for the human plant-based category.

The original one size fits all execution didn’t account for the emotional differences between cat and dog owners. Pet owners treat their pet as part of the family, BUT cats and dogs are slightly different. Dogs are happy and loyal, they are dependent on their owner for everything, whereas cats are very independent and can leave home as they wish.
Our pet photography creates an emotional connection, providing clear differentiation between cat, dog and the different life stages. The expertly retouched cat eyes, increased in size look up adoringly from fixture eager to be purchased.

We dialled up the quality claims on dog food, as for dog lovers happiness is about having a healthy partner in crime and-so nutrition and quality of ingredients is particularly important. For cat lovers happiness is about winning their love.
The ingredient illustrations and product photography also address the lack of taste appeal on the previous pack, so together now reinforce the natural tastiness of the product.

Following our redesign, Webbox naturals has now been relisted nationwide. We’ve even designed new and exciting NPD ranges to the brand and built a broader brand toolkit of assets and illustrations for social media campaigns and marketing materials to fully bring the brand to life off pack.