Client: Nestlé Purina PetCare
Brand: Fancy Feast
Agency: Saltmine Design Group
The Challenge: Wet cat food is the largest segment within the Australian Pet Care category and since 1995 Fancy Feast has grown to be the market leader in single serve wet cat food. The brand has over 60 SKUs, but was decreasing in value share for the first time in a decade. Saltmine Design Group’s objective was to introduce a new brand story including the concept of “The Fancy Feast Kitchen” where the gourmet delights are crafted by experts.
The Strategy: Saltmine chose to maintain the distinctive white background on the core Classic Recipes range and introduced eye-catching gold accents to highlight the premium status of the range. The duo-toned ribbon device that wraps horizontally around each pack like a present ribbon acts as a holding device for the range name, variant descriptor and texture. The ribbon itself connotes award ribbons and expensive gift wrapping, alluding to the premium status of the range. With over 20 variants in the Classic Recipes 85g tin range it was essential that distinctive variant colours were used for effective shelf navigation. This design was also rolled out across the Kitten sub-range that uses pastel tones on the ribbon to differentiate it. To distinguish the high-end member of the Fancy Feast range from the rest of the range, Saltmine introduced the gold Royale brandmark. The typography was based on cues from luxury products.
