A NEW PACKAGING CONCEPT FOR PET LOVERS
A fresh new look for ProDen PlaqueOff® packaging range!
NATURAL, EFFICIENT AND CLINICALLY PROVEN
The objective of this packaging design project was to redesign the ProDen PlaqueOff® range in line with the new Brand and Communication Platform and to celebrate 50 years since the discovery of A.N ProDen® with fresh new packaging.
ProDen PlaqueOff®, developed and distributed by Swedencare, is a natural, efficient, and clinically proven oral care product for pets. For this unique product, the agency Adentity has developed a Brand and Communication Platform with a brand story, a brand concept, and a corporate visual identity with guidelines steering the brand.
ProDen PlaqueOff® is used for reducing plaque, preventing tartar, and treating bad breath in dogs and cats. 50 years ago, dentist Sune Wikner discovered the seaweed A.N ProDen® and its positive impact on oral health. The seaweed is sustainably harvested, processed carefully and is a completely natural ingredient from the fresh, cold waters off the Scandinavian coastline.
Adentity developed a uniform, global master design and layout for the range. Streamlined across markets and with a premium look and feel, communicating pet oral care and key benefits targeting the aware and caring pet parent. A process from A to Z including structuring and analysing the range, concept, design, photo shooting, developing die cuts and finally printing files.
The design process started with analysing the existing packaging to develop a range structure. This formed the basis for creative planning and development of the packaging concept routes, resulting in different design proposals. Finalizing the chosen proposals involved finetuning the concept with illustrations, typography, a new colour palette and a photo shoot to get exclusive images. We also considered the look and feel of packaging materials and how to make them more sustainable.
The packaging material is plastic and matte-coated plastic foil with a soft touch for creating a soft and appealing look and feel.
STORYTELLING ON THE PACKAGING
Packaging is a great marketing channel. We decided to use the backside of the pouches to tell the story of ProDen PlaqueOff® as well as include “how to” illustrations and of course, describe the ingredients and nutrition information. Another illustration that we developed in the project was a refreshed “graphic pet pattern with cats and dogs”. A clear illustration expressing dental care for pets was placed at the front – highlighting that it is primarily a pet dental care product.
A COLOURFUL RIBBON HIGHLIGHTING TASTE AND FLAVOUR
For the different tastes for ProDen PlaqueOff® Dental Care Bones and ProDen PlaqueOff® Mini Dental Care Bones a colour ribbon was defined to highlight the different tastes on the packaging. For example – Blueberry Purple, Chicken & Pumpkin Orange, and Veggie Green.
For the packaging designs, unique concept photography with dogs and cats in the Scandinavian nature and at home in a cosy setting was developed.
A unified and unique look and feel and clearly expressing pet care, oral care, the benefits, taste as well an efficient, natural and clinically proven product concept. Streamlined across markets and with a premium look and feel, creating appeal for the aware and caring pet parent.
NOW IN STORE
Keep an eye open when visiting your pet store. The new packaging for ProDen PlaqueOff® is now out on display and brightens up any retail shelf.