Branding
Tuesday May 11, 2021 By David Quintanilla
Decoding Clean For Nutro’s Global Refresh | Dieline


Clarkmcdowall has created the brand new packaging design for Nutro, a pioneer within the pure pet meals house. The pet meals model established itself because the main pure pet meals recipe, and chic packaging was wanted to match the impactful mission of the model. The white marbling of the bag paired with the daring but fluid brand mark creates a clear and contemporary aesthetic, particularly in comparison with different manufacturers on the shelf that usually use deeper and extra intense colours and designs. Showcasing the components via artfully crafted pictures proves that the facility of this model is inside its components. Nutro is the pure selection in your pets simply from the packaging alone.


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Powered by the philosophy of Feed Clear, Nutro was getting ready to make the leap from specialty pet meals to mass market. The query of name consciousness was high of thoughts: how may they boldly command consideration in extremely aggressive shelf house? And the way may they translate their philosophy to an viewers who was skeptical about pure pet meals?

We established an identification system that put their ardour on the forefront: bountiful recipes and acutely aware components. Working carefully with each the Mars staff and their companions, we manifested codes and cues throughout packaging and past, clearing a path for Nutro to change into a class chief.

A pioneer in pure pet meals, Nutro had established itself within the specialty class with its pure recipes and formulation, however they’d but to make a reputation for themselves within the mass market.

To develop would require educating shoppers on who they have been and what they stood for. Profitable consideration was step one to changing into a class chief.

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A fragmented appear and feel throughout US and international product strains amplified challenges. Nutro was trying to find a solution to carry out higher at shelf and show its premium price ticket was definitely worth the spend. Dealing with competitors from legacy manufacturers with pure product strains in addition to comparable specialty manufacturers backed by larger advertising and marketing budgets, Nutro wanted to outline its level of differentiation and current itself in a means that was easy and impactful.

Earlier than making modifications to Nutro’s identification, we wanted to grasp if there have been any present model equities.

In our search, we found the Nutro letterforms have been on the core of its DNA, so we knew we may lean into this asset. For the remainder of the identification, we’d look to the skin and assess cues within the human clear meals world to see what may encourage our personal.

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By means of a semiotics evaluate, we realized parts like actual uncooked meals, a crisp white marble background, and pure sun-lit lighting would attraction to our shoppers and function shorthand visuals to speak clear, pure meals.

This impressed a palette that put bountiful components on the core and started to determine an identification system that celebrated actual meals.

However the identification system must flex throughout 5 portfolio pillars and a spectrum of worth factors. So, we united masterbrand belongings and design structure with differentiated, distinct variations per pillar and examined our method with shoppers with out displaying packaging.

The outcome was a clear learn on what every asset delivered to the model story and the way they labored in unison whereas nonetheless clarifying distinct variations in every pillar.

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We examined once more — this time with packaging — to hone in on navigation, findability, and shelf pop and realized the necessity for simplicity and readability within the new mass retail setting.

To codify the brand new, simplified identification, we partnered with the Nutro staff, a companion advert company, and international shopper advertising and marketing groups to determine a playbook for artistic executions throughout numerous media and touchpoints. An total implicit belief from Nutro all through your entire course of enabled us to do our most impactful work.

A contemporary identification system made the purpose of differentiation crystal clear: Nutro’s energy was in its components and purposeful pairings.

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