Project background
Sheba cat food, a high-end pet food brand under the Mars Group, is committed to providing consumers with diversified and delicious pet food. The brand’s newly developed freeze-dried raw cat snacks (also known as BARF-biologically appropriate raw food), which were made by rapidly freezing raw meat with bones and internal organs at a low temperature of about -30 degrees, followed by vacuum drying under high pressure for 18-22 hours, so that the water in the ingredients evaporates and the nutrients are preserved intact, to achieve the purpose of “freshness preservation”. The product has a rich taste, which is in line with the raw food nature of cats, and the production process is complicated, so the price is also in the high-end range.

Design solutions
By well understanding the production process and the tonality of Sheba brand, to convey the sense of value on packaging, we tried to unveil the wildness and roughness of freeze-dried raw meat products to consumers.
Key fresh ingredients and freeze-dried products are placed on the plate in the form of Yin and Yang (Chinese Philosophy in terms of balance), presenting the intuitive transformation from raw to final, so to convey the product’s “freshness preservation” promise.
We also introduced marble textures & illustrations of the animals’ growth environment as patterns (chicken and beef correspond to grasslands and pastures, and salmon corresponds to ocean waves), bringing out a natural atmosphere.
The position between Sheba’s iconic cat and ingredients was a metaphor of the natural laws of the food chain, to well echo with product positioning – awaken the original desire of cats.
The overall packaging clearly structured the meaningful relationship among freeze-dried raw meat, final products and the brand cat, presenting a premium snack treat for cats.
After the product was launched, it received very good reviews from consumers and boosted sales.