The pet food market is showing active growth: from 2016 to 2020, sales of ready-made pet food in Russia increased by 42.8%: from 0.84 million tons to 1.19 million tons.

Even during the pandemic, this category is showing growth. Murchello, a brand of premium cat food without chemicals and preservatives, operates in this category. The brand’s positioning and metaphor are “food for people”.

The brand is currently developing, so the Clever Branding team was tasked with developing a clear system for differentiating Murchello brand packaging by SKU. During this revision, it became necessary to work with the font and graphic parts of the logo so that the logo block could be better read from small packaging scales.

While working on the project, we improved the logo block. We slightly reduced the style of the font part so that it did not visually cut the heart into two halves. We selected more complex, sophisticated colors. We simplified the differentiation within the logo block, made it simpler and more readable. We selected the ratio of the brand shape and logo based on our vast experience working with the retail shelf and consumer insights. The logo should not be too small, but it should not interfere with the integrity of the logo block perception.

We developed the brand into 6 SKUs: fricassee with turkey and fish in white sauce, sauté with rabbit and zucchini, terrine with white fish and tender chicken, beef stroganoff in creamy sauce, stoffless turkey with cranberries, blanquette bird with cranberries. And yes, as you noticed, the names of the dishes are just like people’s!