Purina

Purina Branding & Packaging Redesign

Redesigning Purina’s branding and packaging for a premium pet food line, combining Bauhaus-inspired structure with Pop-Art vibrancy to appeal to modern, high-income pet owners.

tools

Adobe Photoshop, Adobe Illustrator, Adobe InDesign

Platforms

Print media (magazines, billboards), Digital media (social campaigns), Packaging design

Deliverables

Brand identity (logo, color palette, typography) Packaging design for a gourmet and diet pet food line Marketing materials (billboards, magazine ads, social media visuals)

duration

3 months

The Challenge

To modernize Purina’s branding for a premium product line while maintaining its trusted image and creating packaging that stands out on crowded shelves.

The problem

Pet food consumers, particularly those with higher incomes, seek products that reflect both quality and aesthetics. Purina needed a redesign to appeal to this audience without alienating its existing customer base.

my role

I conducted research on consumer behavior, developed the visual identity, created packaging concepts, and designed cross-platform marketing materials.

Project overview

The Purina Branding & Packaging Redesign project aimed to reposition the brand for a premium pet food market while maintaining its legacy of trust and quality. By creating a new sub-brand, PetJoy, the project sought to connect with modern pet owners who value health, nutrition, and aesthetics in their pet care choices.

Through a combination of research-driven insights and creative exploration, the project resulted in a sleek, vibrant, and consumer-friendly design that stands out in a crowded marketplace. The new identity balances the structured minimalism of Bauhaus with the bold playfulness of Pop Art, ensuring appeal to both long-time Purina customers and a younger, premium-focused audience.

The outcome of this project reflects not just an updated look but a deeper emotional connection with the target market, resonating with the love and care that pet owners invest in their furry companions.

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How does it work?

The Purina corporate brand had a full brand guidelines in place, but Nestlé Purina Careers is positioned as almost a smaller sub-brand of Purina. After partnering with them over the course of several years to create a website, establish a social media presence, and design various logos and print materials, they needed to pull it all together along with their new brand messaging, into a comprehensive resource for internal and external use.