Type of applicant company

设计机构

Country

中国

Company Website

https://www.shinybay.com/

Images

Brand of the Product

Nutro

Designer Name

ShinyBay Design Team

Position of Designer

none

Target Consumer

Consumers who pursue high-quality natural pet food. This group advocates for cats to have a more natural and instinctual diet. They are willing to provide their pets with more natural and scientifically sound food options.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Positioning

大货消费品 Mass Production

Design Story

Nutro has introduced a premium wet cat food, formulated with an 8:1:1 raw bone meat ratio. This is designed to provide cats with nutrition that closely aligns with their natural dietary habits, making feeding more natural, safe, and nutritious.

When designing the packaging, we put ourselves in the shoes of a pet owner who deeply loves their animal. We strive to satisfy the natural instincts of their beloved pets while ensuring they can enjoy meals that are rich in natural nutrients. To this end, we created a silhouette of a cat with an open mouth to convey the design concept of "meeting natural desires," reflecting Nutro's understanding of the feline nature. The silhouette features various natural scenes, visually illustrating the natural origins of the meat and conveying the power of nature. The cat's open mouth combined with the depiction of actual ingredients evokes a sense of reassurance in natural feeding. Additionally, we prominently display the "8:1:1" raw bone meat ratio, making the natural formula clear at a glance, allowing target consumers to better understand the scientific support behind the natural dietary formula.

Highlights

This is Nutro's new product line specifically tailored for the Chinese market. While maintaining the style established by the international brand over the years, we have incorporated local insights to interpret the products: consumers seek peace of mind, but also want their cats to enjoy food that best suits their natural dietary needs.

Therefore, the key selling point, the "8:1:1 raw bone meat" formula, is prominently displayed. This information is strongly linked with the brand logo in the visual presentation, resonating with the overall main visual. Local consumers can better understand the scientific support behind the formula, which increases their sense of reassurance and further emphasizes Nutro's brand philosophy of "natural nutrition."

The launch of the new series has been a great success. The brand team stated that the brand positioning has been well reflected visually, and consumers can more confidently choose Nutro as the natural nutritional choice for their beloved cats.

Market Performance

We were not involved in the sales part of the project, hence we are not aware of the sales data.

Material（For concept works, please choose the material you plan to use）

纸质 Paper

Craft

paper sticker

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

Our packaging design thoughtfully integrates natural elements like the ocean, forests, jungles, and meadows, painting a picture of animals flourishing in an unspoiled, pollution-free natural habitat. This design philosophy, which harmoniously merges the essence of nature, is designed to foster a profound emotional bond with the environment and raise environmental consciousness among pet lovers. With this creative design strategy, we offer pet enthusiasts not only an aesthetically appealing product but also promote a lifestyle that values environmental stewardship.