Purina Pro Plan
Working on Nestle Purina’s most premium brand for a number of years gave us an opportunity to understand a very specific audience, style and tone of voice. Our main task was to turn complex nutritional information into real, accessible information for pet owners to use and understand. From designing infographics that communicate a transformative product benefit, to finding and documenting real-life stories of how quality nutrition can enhance our pets’ lives.
The Science of Amazing Lives
It’s often difficult to bring some emotion to science-driven, premium brands. So for Pro-Plan, we went after real pet owners to discover how each specialised product has changed their pets' lives for the better. We were invited into their homes for a down-to-earth interview and a little look into the lives of these exceptionally devoted pet owners.
Design & Art Direction
Purina Pro Plan / Nestle
Pro Plan Packaging Concepts
The designs below were to test the consumer response to some new food range proposals from Pro Plan. The packaging, icon design and branding for the health concepts all reworked the existing brand hexagon shapes (seen on the Optirelief pack) into flowing minimalist lines to symbolise the reduced ingredients.
Pro Plan Website Design
A website which simplified the viewing experience for consumers. A simple, minimal design enabled two things - easy and fast implementation across European Pro Plan markets, and the consumer to understand complex scientific information more readily.
Design / Creative Direction - Paula Amaral
Purina / Nestle