40 years. That’s how long Pedigree has been providing quality food for dogs. But the brand had lost a step in the face of new competition, and its canned food range was proving difficult for consumers to shop.
Our efforts centered on making it easier to discern texture, variety, and flavor. A new navigational structure, texture-specific backgrounds, strong typography, and enhanced product photography all come together to enhance shop-ability. Color coding and unmistakable ingredient imagery better identify the flavors owners know their dogs love.
Pedigree cans are now fetching customers – old and new.
Additional Team Players:
Brady Bone (USA)
Nanda Prashad (USA)
Agency: Team Creatif USA
Client: MARS Petcare
original canned design
As the range grew, so did the challenge for consumers to navigate their favorite variety and the structure did not do enough to visualize the texture of the food. As a result, sales were affected and an updated look was imperative..