NutriSource
After decades as a budget branded pet food manufacturer Tuffy's Pet Foods developed their first ever line of formulas to break into the super premium pet food segment.
As the creative lead for the project I was tasked with brand ideation and package development for NutriSource Super Premium Pet Foods.
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The brand needed to speak to more educated pet owners demanding a greater level of nutrition for their pets who were willing to pay a premium price.
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Bright, pastel color tones were chosen to appeal to a mostly female audience as market research revealed that females make up the majority of pet food purchasers.
Since it's launch in 2003, NutriSource has grown to become the single most successful brand in the company's history.
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Pure Vita, a natural and holistic version of the label was then launched in 2007.
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