Making science meaningful – on pack and beyond

A design step-change that would aid navigation, boost premium appeal and make the brand’s benefit clear.

Inspiration

The brief was to create an evolutionary move forward, but we could see that by giving Perfect Fit a stronger proposition we could amplify its presence on shelf, and create a brand that had more emotional impact. We realigned the brand’s visual identity to make their expertise and scientific prowess feel more exuberant, easy and impossible to ignore.

Idea

We made every element of the design feel more meaningful, vibrant and clearly articulated – with more realistic, engaging cats, enlivened colour differentiation and a clearer hierarchy that celebrated the brand’s propriety scientific benefit: their Total 5 formula.

Impact

The design has succeeded well in testing and in-store, on shelf reactions have been incredibly positive so far.

Thanks to everyone at Straight Forward for the amazingly smooth running of this project. You’ve been stars – providing us with category inspiration and insightful perspectives, pushing us out of our comfort zone and delivering in an always collaborative, high quality and ultimate speedy manner – setting the brand up for a perfect future!