Particularly sensitive dogs need a food that is tailored to their needs. mera’s pure sensitive offers just that: A holistic food concept from dry food to snacks that makes gourmet hearts beat faster and provides sensitive dogs with all the important nutrients they need.

As part of pure sensitive’s new product concept and guided by a customized product and target group analysis, we gave the packaging design a makeover to tell the story and express the product’s quality and authenticity through our design. To do this, we extracted the essence of pure sensitive: the perfect food to give your sensitive dog love and appreciation, so that you can enjoy your time together full of joie de vivre and free of allergies and intolerances.

This essence became the guiding principle of our design development. To ensure that the images we used would fit the desired positioning we launched a Germany-wide casting rather than using stock images. The goal: to invite real fans of mera and their cherished dogs to take the leading role on the packaging design. The response was overwhelming but amongst the hundreds of entries, one story stood out as most beautiful.

This approach allowed us to meet our objectives: The large-framed key visual with our real couples is purely authentic and creates a clear differentiation in the market. Underlined by the minimalist, clean design and the use of pure white, the high quality and purity of the product is visually reinforced. And since the formulation of pure sensitive is such that only one source of protein and one source of carbohydrates are listed in the recipe, the ingredients also become a feature. Carefully selected and placed in a prominent position, they underline the efficacy of the product.

Ever wondered about the names of the dogs on our packaging? Or if the people pictured would buy the product themselves? We’ve brought authenticity to the forefront, featuring real individuals, and offering you a chance to learn more about them. pure sensitive goes beyond being a mere pet food; it becomes a cross-media ambassador of our brand’s new core values: “mera. Understand. Care. Love.” with a focus on the relationship between humans and animals. This creates a proper neuro-boost analogous to the wow-effect: where other brands might simply sell dog food, at pure sensitive transparency and authenticity are not only portrayed but demonstrated.
pure sensitive – pure joy of life!