Delectables. Brand refresh.


Delectables is the market share leader for wet cat treats, the fastest growing segment of cat treats. With 40+ SKUs across 5 textures, their portfolio offers more variety than any competitor.

To strengthen their leadership position and maintain their growth trajectory, a packaging refresh was in order.

The goal: improve the linkage of Delectables to the wet cat treat category, and create a seamless consumer journey for shoppers. Paramount to the refresh was avoiding consumer confusion at shelf. Visual equity benchmarking, eye tracking and shelf testing informed the design strategy and helped define the tactical vs. the transformative.

With key brand equities modernized and information hierarchy retooled, what was a complex and fragmented shelf set is now a united Delectables brand block with clear segmentation and intuitive on-pack navigation. Result: 30%+ improvement on purchase intent, shelf appeal and findability based on PackageLab findings.


Creative Director : David Edmundson
Art Director : Lisa Neal
Designer: Amber Paine
Photography: Carina Giacomelli
Photography: Ali Redmond