The design agency worked with Nestlé Purina PetCare Europe and has been the incumbent agency since 2004, when it first designed packaging for the same range of Purina Felix products.
Seymourpowell's brief was to further develop product desirability, improve brand connection so that it captures the spirit and essence of Felix and improved range accessibility, impact and 'shopability', with powerful brand blocking.
Jonathan Shaw, director of Seymourpowell Brand Packaging said: "This redesign project was focused on the essence of the Felix brand, and the relationship between Felix and his food. It was critical to illustrate Felix as the perfect balance between clever purposefulness and mischievous to communicate the best possible message to shoppers. Improved shopability was important also as the market place becomes ever more competitive. Having worked with Nestlé Purina PetCare Europe on Purina Felix for nearly 10 years now, we're thrilled to see the brand performing so well and are confident this packaging renovation will help maintain its strong market position."
Marie-Laure Varanne, European Brand Leader for Felix from Nestlé Purina added: "We're very pleased with the new pack design for Felix. It is a big step forward for the business. Seymourpowell has been the perfect partner during the process, providing a strategic understanding of the brand, the market place, and our goal of bringing the unique mischief of Felix to life on pack. With the addition of an improved messaging hierarchy and navigation across the range, the redesign delivers fantastic on shelf standout and shopability."
