Branding
Euro Premium
Revamping the woof-factor
Euro Premium dog food is of Belgian origin and the development is based on 20 years of professional experience and dedicated veterinarians. Although it is Premium quality dog food, the brand perception, brand awareness, and willingness to consider the brand are low compared to market leaders.
My role
Visual design, Art direction, Packaging design
Time
2021 • 2022
Client
Group Depre Petfood
My role
Visual design, Art direction, Packaging design
Time
2021 • 2022
Client
Group Depre Petfood
problem statement
Changes in legal ingredient declaration require packaging updates and the client wanted to turn this necessity into an opportunity to create a new narrative around an effectively improved recipe. How can we improve our packaging and convince shoppers Euro Premium it is the best fit for their dog.
Instore shelf with old packaging
Research
Shopper research
We started this project with a shopper survey to gain insight into dog owners. What is the role of their dog in the household, the habits and needs regarding dog food, drivers of brand/product choice, image and equity of Euro Premium versus competitors and evaluation of current packaging.
Various brands within the shopper survey
breakdown of the problem
No brand recognition
People expect the logo at the top, and non-buyers often think “Medium” is the name of the brand.
Premium look is missing
There is blind trust in the quality of premium brands. Creating a more premium appearance, trust and authenticity is key.
Lack of clarity and information hierarchy
Shoppers need a quick reassurance the product is the right fit. Age, type, size of the dog and flavour is not direct clear and visible.
Communicating the benefits
”What is good for me is good for my dog” is often heard. Communicating about vitamins, minerals and anti-oxidants is a huge plus.
People are attracted to different packaging for different reasons
Minimally change the visual appearance to avoid confusing current shoppers.
Dog has the final verdict
Build brand awareness, drive brand positioning. Communicate benefits with clear copy. Convince and convert by trial.
Packaging design
Design proposals & layout
In the first phase we proposed an updated color palette and created a series of design proposals to show the client the options for a new layout. We discussed which elements should be included, how we could optimize the information architecture and checked how far they wanted to stretch changes compared to the current packaging.
Colors of the current and new range
Various rough layout proposals
Information layout proposal
Second shopper research
After the client largely approved the draft proposals, we conducted a second shopper research among existing Euro Premium shoppers. We checked if they could still find their own product and what they noticed about this packaging. We conducted an A/B test to check preferences and identify any areas for improvement.
Final designs
We incorporated the insights from the second shopper research and fine-tuned the communication, icons, graphics, and developed high resolution artwork for the two packaging lines consisting of 34 SKUs.
Old versus new packaging
Communication
Brand Guide & launch materials
Directly after the packaging process was completed, we continued with the communication plan. With the tagline "The joy of good food", we created a key message that both contains the brand promise and also guides the brand position of Euro Premium visually. We differentiated the communication for each of the packaging lines within the product range, and created a brand guide, various assets and materials that allowed the customer to further develop and grow the brand.
Communication of the different packaging ranges
Euro Premium Brand Guide
Euro Premium Salesbrochures & Magazines
End result
Updated packaging with clear communication and easy navigation.
Solid brand foundations and styleguide to enable further development of the brand across other touchpoints.
Visuals and advertisement templates for sales partners.
Various trial size packaging.
Salesbrochures and in-storematerials to help transitioning to the new packaging.
Customer magazines to support the launch of the refreshed Euro Premium brand.
problem statement
Changes in legal ingredient declaration require packaging updates and the client wanted to turn this necessity into an opportunity to create a new narrative around an effectively improved recipe. How can we improve our packaging and convince shoppers Euro Premium it is the best fit for their dog.
Instore shelf with old packaging
Research
Shopper research
We started this project with a shopper survey to gain insight into dog owners. What is the role of their dog in the household, the habits and needs regarding dog food, drivers of brand/product choice, image and equity of Euro Premium versus competitors and evaluation of current packaging.
Various brands within the shopper survey
breakdown of the problem
No brand recognition
People expect the logo at the top, and non-buyers often think “Medium” is the name of the brand.
Premium look is missing
There is blind trust in the quality of premium brands. Creating a more premium appearance, trust and authenticity is key.
Lack of clarity and information hierarchy
Shoppers need a quick reassurance the product is the right fit. Age, type, size of the dog and flavour is not direct clear and visible.
Communicating the benefits
”What is good for me is good for my dog” is often heard. Communicating about vitamins, minerals and anti-oxidants is a huge plus.
People are attracted to different packaging for different reasons
Minimally change the visual appearance to avoid confusing current shoppers.
Dog has the final verdict
Build brand awareness, drive brand positioning. Communicate benefits with clear copy. Convince and convert by trial.
Packaging design
Design proposals & layout
In the first phase we proposed an updated color palette and created a series of design proposals to show the client the options for a new layout. We discussed which elements should be included, how we could optimize the information architecture and checked how far they wanted to stretch changes compared to the current packaging.
Colors of the current and new range
Various rough layout proposals
Information layout proposal
Second shopper research
After the client largely approved the draft proposals, we conducted a second shopper research among existing Euro Premium shoppers. We checked if they could still find their own product and what they noticed about this packaging. We conducted an A/B test to check preferences and identify any areas for improvement.
Final designs
We incorporated the insights from the second shopper research and fine-tuned the communication, icons, graphics, and developed high resolution artwork for the two packaging lines consisting of 34 SKUs.
Old versus new packaging
Communication
Brand Guide & launch materials
Directly after the packaging process was completed, we continued with the communication plan. With the tagline "The joy of good food", we created a key message that both contains the brand promise and also guides the brand position of Euro Premium visually. We differentiated the communication for each of the packaging lines within the product range, and created a brand guide, various assets and materials that allowed the customer to further develop and grow the brand.
Communication of the different packaging ranges
Euro Premium Brand Guide
Euro Premium Salesbrochures & Magazines
End result
Updated packaging with clear communication and easy navigation.
Solid brand foundations and styleguide to enable further development of the brand across other touchpoints.
Visuals and advertisement templates for sales partners.
Various trial size packaging.
Salesbrochures and in-storematerials to help transitioning to the new packaging.
Customer magazines to support the launch of the refreshed Euro Premium brand.
