Challenge

The world of pet food continues to increase in complexity and competition. New formats, flavours, feeding occasions and business models chase for their share the market. Our challenge was to build on the foundation of the iconic mischievous rascal, Felix, and ensure the range stays relevant for a modern audience who look for both the reassurance of a big brand but who are also tempted by the new and innovative product offers.

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Insights

Our target audience desired food which was both good for their cat and full of flavour.  In a world where all the competition was claiming the same thing, we looked outside of the category for inspiration. Tapping into evolving human food trends, we increased appeal by championing a great looking, great tasting product and a fresh and contemporary colour palette: all made extra-appealing through newly-realised Felix character imagery.

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Outcome

Having recognised the need for a clear brand architecture throughout the range, we created a more immediate, easy to shop tiered range. The newly-drawn Felix character is modernised, without losing his original character and iconic playful personality. Building on human food trends, we approached the photography of the food in a less formal, more contemporary way to enhance appeal. Overall streamlining of all on-pack communication helped to deliver an impactful and stylish range.