Purina TotalCare is Purina’s middle-of-the road range and is available in all leading supermarkets and department stores. Over the years, as more products were added to the range, the design system had failed and cut-through was low. As lead designer, I was challenged with rebranding, repackaging and unifying all of their existing products. The thinking behind the final result was to reflect how pets play: a ball of string being chased, bodies contorting around objects, fun, freedom and a colour system that stood out (and sold out) on the cluttered shelves.
