Seymourpowell Creates New Look for Nestlé Purina’s PRO PLAN catfood bran

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Seymourpowell unveils new packaging designs and visual identity for the Nestlé Purina …

Seymourpowell unveils new packaging designs and visual identity for the Nestlé Purina
PRO PLAN Cat brand with a completely new look for pan European roll out

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  • 1. PRESS RELEASE Seymourpowell Creates New Look for Nestlé Purina’s PRO PLAN catfood brand Seymourpowell unveils new packaging designs and visual identity for the Nestlé Purina PRO PLAN Cat brand with a completely new look for pan European roll outLondon, UK, 12 March 2012 – leading global design and innovation company Seymourpowell,is pleased to announce details of the new look created for the Nestlé Purina PRO PLAN catfoodbrand in Europe. Seymourpowell created the packaging and the styling for all communicationmaterials including the website. Rollout across Europe starts from March 2012.The Nestlé Purina brand PRO PLAN is a high quality product sold through specialist channels –veterinary practices and specialist petshops such as Pets at Home with target consumers drivenby health and prepared to pay a premium for high quality, vet endorsed products.Nestlé Purina approached Seymourpowell to create a new look for the brand and following athree way pitch Seymourpowell successfully created concepts taken forward to research.Research in France and Russia produced an overwhelming result for the winning concept.The successful concept creates category-breaking emotional engagement with the consumerthrough the dramatic & beautiful cat portrait while the heath credentials of the brand areunderpinned with strongly scientific communication of specific product benefits. In combinationwith this, the additional vet endorsement and Purina expertise icons command authority andgive full assurance of product quality and performance for the target consumer. Clarity of therange architecture ensures maximum consumer shopability experience and rangeunderstanding through clear, approachable colour coding.The creation of an iconic cat image creates outstanding shelf presence and standout, andprovides a strong platform for the brand’s comms in key consumer touch points. Seymourpowellcreated a new comms mark that integrates the iconic cat image with the PRO PLAN brand markto drive one single-minded visual presentation for the brand. The challenge to combine theblack & white iconic image mark with the colour world of consumers within advertising, web andpoint of purchase communication was successfully met through the combined use of the comms
  • 2. /contmark and engaging full colour cat imagery featuring specialist breeds. A full identity and brandmanual creates the whole world of the new look for all markets across Europe.Phil Houldershaw, Design Director at Seymourpowell explains, “Our approach to break themould for the brand with the creation of the big cat face design, challenges specialist channelcategory norms and creates a great icon for the brand – we were looking to create a design thatwould stretch beyond packaging into all touch points, which we believe we have achieved. Keyto this was the complete support of the Nestlé Purina PRO PLAN Cat brand team who let theidea translate through to all media without dilution or fragmentation.”Sarah Bell-Klauser, European Marketing Manager, PRO PLAN Cat added “Seymourpowellclearly understood our objective to challenge the status quo and translated this into a brilliantdesign strategy and break-through creative. Seymourpowell helped us break the rules andcreate something truly innovative. They delivered an iconic new look that will put PRO PLANcatfood firmly on the map.”Seymourpowell continues to work closely with Nestlé Purina and the PRO PLAN Cat team asbrand guardians and sole European agency to extend and drive the continued brand role outand future brand extensions. ***ENDS***For further information contact:Tim Duncan or Hettie RousPR, SeymourpowellEmail: tim.duncan@seymourpowell.comTel: +44 (0) 20 7386 2369Email: hettie.rous@seymourpowell.comTel: +44 (0) 20 7386 2339
  • 3. /contAbout Seymourpowell – The shape of things to comeSeymourpowell is one of the world’s leading design and innovation companies. Founded in1984 by Richard Seymour and Dick Powell, the London-based group of award-winningdesigners has produced some of the ‘milestone’ products of the last two decades. The companyis now part of Writtle Holdings.Seymourpowell is currently 90 people, combining a design studio, research centre, materialslibrary and prototyping workshop.Seymourpowell has a unique holistic approach to design and innovation, which combines indepth experience and up to date intelligence about people, markets and businesses. Thecompany has the ability to forecast and interpret the vital implications of behaviors and work outfuture scenarios to give its clients the confidence and reassurance they are making the rightdecision.Seymourpowell is skilled in exploiting ideas that create real value and always look to moveclients forward creatively. Seymourpowell is not just a company of visionary thinkers, but future‘doers’. Ultimately, Seymourpowell is about making things better: better for people, better forbusiness and better for the world.Specialisms include design innovation, transportation design, ethnographic user research,strategy and new product development (NPD), trends and forecasting, product design anddevelopment, 3D structural design and 2D graphic design.About Nestlé PurinaNestlé Purina PetCare Company is a leader in the pet products industry, dedicated to improvingthe lives of cats and dogs through quality nutrition and care. Core philosophies includepromoting responsible pet care, humane education, community involvement, and the positivebond between people and their pets.In December 2001, Nestlé S. A. completed the acquisition of the Ralston Purina Company and
  • 4. /contbegan the process of integrating their Friskies Petcare business with Ralston Purina to createthe worlds leading petcare company, Nestlé Purina PetCare.Friskies had over 80 years of pet care experience, about the same as Ralston Purina, and nowthat wealth of knowledge, all based around understanding and meeting the needs of pets andtheir owners, is being combined to enhance pet nutrition and continue to provide the finestquality pet foods.This combined expertise allows Nestle Purina to be at the forefront of research into dog and catnutrition.Nestle Purina is involved in extensive work with the veterinary profession across the world toensure that dogs and cats are provided with the best possible nutrition. In addition to PurinaVeterinary Diets range, which is only available through veterinary practices, Nestle Purinamanufacture PRO PLAN, Bakers, Beta, Bakers, Felix, Go-Cat, Purina ONE, Winalot, and manyother well-known brands