Revamp of PRO PLAN® Cat identity for Latin America, bringing more modernity and highlighting the benefits according to each key-moment of the cats’ life, following the PRO PLAN® Dog LatAm. The new packages should clearly evolve from a cold and technical approach, commonly used by the Super Premium Brands, to a more emotional appeal, as it has already been adopted in the PRO PLAN® Dog range. The new design should create a unique and impactful emotional bond with the target – people who seek the highest quality nutrition for their cats.
Understanding that the ‘cats language’ is more feminine and delicate than the dogs’, we aligned the several packaging elements according to the brand proposition: ‘Intersection where science meets passion’. A sinuous element was incorporated, representing sensuality and the cats’ movements and personality. The image reflects the cat behavior and attitude, where the expression of the cats’ love is perceived by the body language with an emotional appeal. The clear background preserves the ‘scientific’ appeal from a super premium brand and highlights the icons associated to the product benefits.
The new packaging line translates the brand concept, exceptionally highlighted at the point of sale and fulfills the proposition of modernity, differentiation and proximity to the target.