A pet shampoo company in need of a refresh commissioned Saltmine Design Group for a packaging design overhaul.
The team at Nestle Purina PetCare felt its Total Care pet range was not creating much impact on-shelf, especially when compared with new entrants offering more premium products and variety.
Saltmine was briefed to create a new visual identity for the Total Care shampoo range to better communicate the benefits of each variant and create a stronger emotional connection with shoppers.
The brand design agency began by developing a new label design to suit new bottle structures in both the Lifestyle and Medicated shampoo ranges.
The Lifestyle range bottles have transparent areas to show visibility to the product inside, and the packaging shows variant names and colours that make selection easy.
The Medicated bottles, made from an opaque material to ensure product stability, reflect the design of the Lifestyle range, with a more scientific appearance.
The design also includes photos of happy, healthy pets who seem to be anticipating bath time.
The new look highlights key ingredients and illustrates the differences between the products to make selection easier – something unique to the pet shampoo category, according to the company.
Another addition is a collection of toys with a hangsell backing, in categories of 'entertain', 'occupy' and 'comfort'.
