Upload
vintagepygmy
View
107
Download
0
Tags:
Embed Size (px)
DESCRIPTION
The goal was to take a brand that didn't necessarily have the best design and make it better. Eventually, this new rebranding would increase sales. That was the idea anyways.
Citation preview
Fancy FeastGourmet Cat Food
Tayler Clark
Table of Contents
Redesign Plan........................................................................................................2
Style Guide A.........................................................................................................3
Style Guide B.........................................................................................................4
Package Design......................................................................................................6
Photo Comparison................................................................................................7
Advertisement ......................................................................................................8
Redesign Plan- Fancy Feast
History
Founded in 1982 in St Louis, MO, Carnation Company introduced the gourmet wet cat food. Now owned and operated by Nestle Purina Petcare, they have expanded seven original flavors of gourmet cat food to include gravy dishes, kitten food, appetizers and everything in between that you could ever want for you cat.
Target Group
On average, cat owners range in age from 18-60. The average age of a cat owner is 47 with an annual income of approximately $44,000. There are roughly 38.9 million households in the U.S. who have cats.
Plan of Action
Fancy Feast has had a very similar look for its entire existence. This isnt a bad thing, but its boring. Its overused, and its not necessarily capturing the eye of our target audience.This brand needs a little revamp. The logo is not as good as it used to be. It looks much cheaper than the original. The white Persian cat is infamous, but not necessarily in a good way. A recent study showed that the age group most likely to own a pet is between 18-24. The brand needs to refocus its efforts on something that is fresh and new. The customers that use fancy feast will continue to use it, even with a change in packaging. The point of this is to bring in a newer audience who will then become lifetime customers all because of a little revamp.The plan is to advertise to a younger audience through magazines, posters, and billboards. By reaching this audience, sales will increase.
Style Guide
Fonts
Heading: Lucida CalligraphyBody: Minion Pro
It is recommended that the Heading/Title should be 25px on the gourmet cat food can. The body copy should be 4.3px when it comes to the ingredient list. The flavor of the cat food should be 9px. Classic and Gourmet Cat Food should be 7px. The weight of the can should be listed in size 4px.
Color
Light TealCMYK: 64, 16, 36, 0RGB: 94, 168, 167Pantone: 7472 CHex: #5ea9a7
WhiteCMYK: 0, 0, 0, 0RGB: 255, 255, 255Pantone: 633 CHex: #ffffff
Light GrayCMYK: 54, 47, 51, 14RGB: 118, 116, 110Pantone: 424 CHex: #76736e
Style Guide
FancyFeast
Logo
It is recommended that this logo be placed 3.26in from the left side and .149in from the top or .179in from the bottom. The size is recommended to be 1.225in wide and .648in tall on the gourmet cat food can label. For other products, it is recommended that you make this logo the main focus of the design with the fancy cat on the left side.
Package DesignGo
urmet
Cat F
ood
Guara
nteed
Analy
sis: C
rude P
rotein
(MIN)
12%, Cr
ude F
at (Min)
2%, C
rude F
iber (M
ax) 1.
5%, M
oistur
e (Ma
x) 78
%, As
h (Max)
3.7%
, Taurine
(Min)
0.05%
, Ingre
dients
: Oce
an W
hitefish, L
iver, F
ish, M
eat-B
y-Prod
ucts,
Fish B
roth, T
una, A
rtificia
l An
d Natu
ral Fl
avors,
Guar
Gum,
Calciu
m Ph
osphate
, Added
Colo
r, Pota
ssium
Chlo
ride,
Salt,
Zinc S
ulfate
, Thia
mine
Mono
noitra
te, V
itamin
E S
upple
ment,
Ferro
us Co
mplex
(Sou
rce o
f Vita
min K
Activity
), Pyr
idoxin
e Hy
drochlor
ide,
Ribofl
avin S
upple
ment,
Vitam
in B-12
Supp
lemen
t, Biot
in, Fo
lic Ac
id, Vit
amin D
-3 Su
pplem
ent, P
otassi
um Io
dide.
Manuf
actur
ed By
: Nestle
Purina P
etcare
Com
pany,
St. Lou
is, MO
6316
4 USA
. Printed
in US
A. Tra
dema
rks O
wene
d by
Socie
te De
s Prod
uits Ne
stle S.
A. Vevey
, Swit
zerla
nd, Fan
cy Fe
ast C
lassic
Ocea
n White
fish &
Tuna
Feas
t Is Fo
rmula
ted
to Me
et the
Nutrit
ional Le
vels B
y The
AAFC
O Cat
Food
Nutrie
nt Pro
files F
or All Lif
e Stag
es. Fe
ed an
Avera
ge Si
ze Ad
ult Ca
t 1 Ca
n Per
3 Pou
nds o
f Bod
y Weig
ht Da
ily. Fe
ed Up
To Tw
ice Th
is Amo
unt To
Kitte
ns. Pr
egna
nt Or Nu
rsing C
ats Ma
y Re
quire
Two t
o Fou
rTime
s The
ir Norm
al Fe
eding
.
Ocea
n White
fish
& Tuna
Feas
t
Net W
t 3 OZ (
85 g)
Pleas
e Re
cycle
Ask P
urina
at pu
rina.c
omor
call 1
-800-9
33-09
91M-
F, 7a.m
. to 7p
.m. CT
.
Fancy
Fea
st
Gourmet Cat Food
Ocean Whitefish& Tuna Feast
Net Wt 3 OZ (85 g)
FancyFeast
Guaranteed Analysis: Crude Protein (MIN) 12%, Crude Fat (Min) 2%, Crude Fiber (Max) 1.5%, Moisture (Max) 78%, Ash (Max) 3.7%, Taurine (Min) 0.05%, Ingredients: Ocean Whitefish, Liver, Fish, Meat-By-Products, Fish Broth, Tuna, Artificial And Natural F lavors, Guar Gum, Calcium Phosphate, Added Color, Potassium Chloride, Salt, Z inc Sulfate, Thiamine Mononoitrate, Vitamin E Supplement, Ferrous C omplex ( Source o f Vitamin K Activity), Pyridoxine Hydrochloride, Riboflavin Supplement, Vitamin B-12 Supplement, Biotin, Folic Acid, Vitamin D-3 Supplement, Potassium Iodide. Manufactured By: Nestle Purina Petcare Company, St. Louis, MO 63164 USA. Printed in USA. Trademarks Owened by Societe Des Produits Nestle S.A. Vevey, Switzerland, Fancy Feast Classic Ocean Whitefish & Tuna Feast Is Formulated to Meet the Nutritional Levels By The AAFCO Cat Food Nutrient Profiles For All Life Stages. Feed an Average Size Adult Cat 1 Can Per 3 Pounds of Body Weight Daily. Feed Up To Twice This Amount To Kittens. Pregnant Or Nursing Cats May Require Two to FourTimes Their Normal Feeding.
Please RecycleAsk Purina at purina.comor call 1-800-933-0991M-F, 7a.m. to 7p.m. CT.
Photo Comparison
Poster Advertisement