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