Designed by Seymourpowell, United Kingdom.

Seymourpowell has a longstanding relationship with Nestlé Purina PetCare Europe and the Purina FELIX brand. Having been the incumbent agency since 2004 when it first designed packaging for the same range of Purina FELIX products, Seymourpowell’s work for the brand to date has contributed to build and maintaining its current market-leading position.

As part of the brief for this new packaging renovation for Purina FELIX, there were several areas of focus. Firstly, it was important to further develop product desirability and communicate irresistible taste through FELIX’s relationship with his food. It was important to show a ‘clever mischievous’ FELIX eagerly trying to get to his food. In relation, another key requirement of the brief was improved brand connection that captures the spirit and essence of FELIX. Key to this was bringing to life the personality of FELIX on pack, and communicating more mischief and emotion, further connecting with shoppers and delivering a unique differentiating factor.

A further key element of the redesign was improved range accessibility, impact and ‘shopability’, with powerful brand blocking, on-shelf standout, and a simplified messaging hierarchy and navigation to give each product in the range a clear, differentiated proposition. As part of the redesign, packaging for premium products in the range features bold and vibrant illustrations of FELIX that connect with one another when seen on shelf, creating impactful brand blocking in store. Similarly, upper-premium products in the range have been redesigned with impact in mind and build on the illustration of FELIX ‘breaking through’ to get to the food, which was previously used in communication and has become synonymous with FELIX’s behaviour.

“This redesign project was focused on the essence of the FELIX brand, and the relationship between FELIX and his food. It was critical to illustrate FELIX as the perfect balance between clever purposefulness and mischievous to communicate the best possible message to shoppers. Improved shopability was important also as the market place becomes ever more competitive. Having worked with Nestlé Purina PetCare Europe on Purina FELIX for nearly 10 years now, we’re thrilled to see the brand performing so well and are confident this packaging renovation will help maintain its strong market position.” Jonathan Shaw, Director of Seymourpowell Brand Packaging commented.

“We’re very pleased with the new pack design for FELIX. It is a big step forward for the business. Seymourpowell has been the perfect partner during the process, providing a strategic understanding of the brand, the market place, and our goal of bringing the unique mischief of FELIX to life on pack. With the addition of an improved messaging hierarchy and navigation across the range, the redesign delivers fantastic on shelf standout and shopability.” Marie-Laure Varanne, European Brand Leader for FELIX from Nestlé Purina.