Shelf Shout Award-winning rebrand prompts range extension

Nestlé Purina PetCare is introducing a range extension to its Supercoat premium pet food brand following the success of a product packaging rebranding project earlier this year.

The re-imagined brand identity of its Supercoat masterbrand, created by Sydney agency Saltmine design group, was the winner of the Best Brand Refresh category in this year's PKN Shelf Shout Awards.

The team at Saltmine were presented with their award trophy last week at the agency's offices in Chippendale, Sydney.

Saltmine managing director Sara Salter said the success of the Supercoat masterbrand refresh has since led to incremental listings and further expansion to the range.

These new product items include a 'homestyle' wet dog range, as well as the launch of a new Dental Chews treat range.

The key objective for the original redesign was to create a new identity for the Supercoat line, presenting a consistent, premium positioning across all segments of the brand.

Saltmine achieved this by bringing the previously white cat food packaging in line with the predominantly black packaging used for dog food products, as well as introducing new typography and photographic elements.

The agency also enhanced pack information and navigation by introducing a wheel device to provide a simple but informative depiction of the products' nutritional claims for the consumer.

Judges for the PKN Shelf Shout Awards were impressed, describing the brand refresh as one that brought new cohesiveness to the range.

Salter said the award was a particularly pleasing tribute to the teamwork that went into devising the new pack design elements.

“It's always a thrill to have your work recognised and acknowledge, so it was really great news for all the team here that we won the Shelf Shout Award after all the hard work we put into the project,” she said.