Lonsdale partnered with Ultra Premium Direct, a French digital native pet food brand, to embody its brand positioning of “Nourishing the bond that unites us”.
Founded in 2014, Ultra Premium Direct is a trailblazer in pet food in France: the first Direct To Consumer brand sold online and the first to offer a Grain Free range. This pioneering stance has established it as a key player in the market.
Since then, the pet food industry has undergone significant transformations in both offerings and visual codes : new DNVB have disrupted the market, and natural “grain free” offers have multiplied. Therefore, Ultra Premium Direct had to regain uniqueness and relevance to maintain its position.
For Lonsdale, the challenge was to blend the emotion and expertise that define Ultra Premium Direct in a unique and distinctive way while maintaining accessibility. Lonsdale reimagined the packaging for the “Natural Ingredients” range, highlighting the brand’s benefits and embodying its new positioning with a distinctive iconographic approach.
The pet care industry has experienced a significant surge in interest as pets increasingly become integral members of families. Pet owners today view their animals as more than just pets; they are cherished family members who deserve the best care. This shift in perception has driven a demand for high-quality products that cater to the well-being of pets.
Consumers are now more conscious of the ingredients in pet food, seeking out natural, nutritious options that promote health and longevity. This movement towards qualitative pet food signifies a promising future for the industry, as people continue to invest in the health and happiness of their furry family members.
CREDIT
- Agency/Creative: Lonsdale
- Article Title: Pet Food Packaging Reinvented: Lonsdale’s Partnership with Ultra Premium Direct
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: France
- Agency/Creative City: Paris
- Market Region: Europe
- Project Deliverables: Art Direction, Brand Architecture, Brand Identity, Creative Direction, Design, Packaging Design, Rebranding
- Format: Bag
- Industry: Food/Beverage
- Keywords: pet food, pet care, branding, packaging, design, lonsdale
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Credits:
Deputy General Manager, Head of Consumer Branding: Sandra Joly Guicheteau
Partner International: Jocelyne Henri
Directrice de clientu00e8le: Marine Bourgon
Directrice de Cru00e9ation: Laurence Bendjenad
Chef de Projet: Jeanne Adeline
Directrice Artistique: Virginie Hirsch
Directrice Artistique Junior: Ema Delmotte-Terzi
3D Designer: Cedric Garofalo
Graphic Designer: Maxence de Torcy
