With more than 125 years of expertise, Purina Mills, a division of Land O’Lakes, is the leader in animal nutrition and innovation, keeping giant populations of livestock and lifestyle animals healthy and strong. But with 87 sub-brands and 340+ products, managing the brand consistently had its challenges—an underutilized brandmark and fragmented packaging system helped foster consumer confusion.
We crafted a portfolio architecture to optimize and unify the product portfolio under a more powerful Masterbrand with enough flexibility to work across all species, reducing 87 independent, confusing offerings into 16 strategic sub-brands.
The architecture construct grew directly from the masterbrand vision, “Feed Greatness.” We organized the portfolio by species and across two variables: life stage, to nurture and support animal growth; and 3, to help animals achieve their full potential.
The newly organized framework helped us create a fixed and flexible packaging design system to clearly communicate what’s inside. Fixed elements communicate masterbrand principles and tie the portfolio together: iconic red and white colors signal “Purina,” a brandmark block anchors the same spot on every pack, and the animals are always front and center. Flexible elements are used only to communicate product: species, lifestage, and solutions.
The communication hierarchy makes it much easier for people to shop and find what they need—so much so, that in a research study, nearly two-thirds of non-users said they were more likely to consider feeding Purina to their animals based on the new design.
I really appreciated the diversity of talent they have at CBX and how they utilized a cross-functional approach during the creation of our Purina brand architecture and subsequent package design. They took a holistic business approach to solving the entire brand problem.Steve Vekich, Purina Mills, Director of E-Commerce & Channel Marketing