Arion

CLIENT
Nanta

PROJECT
Arion Friends

THE CHALLENGE

Nanta’s brand, Arion Friends, has been a benchmark in the pet food market for years. A product that is characterized by a good price to quality ratio and that also benefits from the well-recognized Arion brand.

Pet food, for a few years now, has been one of the most active categories on the market: new brands, new launches and a lot of innovation in products that are increasingly adapting to the demand of customers who really humanize their pets.

BRANDING
BRAND IDENTITY
IDENTITY SYSTEM
BRAND ARCHITECTURE
PACKAGING
PRODUCT ARCHITECTURE

BRANDING

The challenge of this project has been to evolve the Friends brand and its packaging to position it in a more attractive way for shoppers and distribution. Without giving up the brand recognition achieved in recent years, we are working on a more daring packaging restyling in line with market trends.

For the brand, we took as a basic concept the ID tag that all pets have and simplified it into a white rectangular shape. By doing this, we managed to facilitate the reading of the branding in all its versions, regardless of the colour of the particular variety.

We humanized the Friends logo to convey the brand’s attributes: approachability, connection, love and care. All the emotions that unite an owner and their pet, which we didn’t see conveyed in the current image.

ARCHITECTURE

We created a new packaging architecture which revolves around the image of the pet.

We used the segmentation colours utilized so far as references. We updated them, moving towards a colour palette of pastel tones—shades that connect better with our design.

We present each recipe in an appetizing and modern way, using very familiar codes in mass consumption and representing each of the ingredients with all their freshness.

In addition, we created a common structure for all the references in which we explain the benefits through pictograms and illustrations.

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