Sheba
Redesign to remain a leader.
STRATEGY RESEARCH BRAND IDENTITY BRAND DESIGN PACKAGE DESIGN
Sheba Perfect Portions debuted 6 years ago with an innovative break-and-peel wet cat food packaging format.
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While becoming a leader in the category, the multi-single-serve format has been adopted by other brands in the Mars Petcare portfolio and competitors.
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To maintain category leadership, the Sheba team looked to redesign the range to increase brand recognition, navigation of texture & flavors, and purchase intent while retaining the brand’s premium understanding.
Before
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Multiple concepts were developed in a strategic matrix considering Brand, Sub-brand, Flavor, and Texture priorities. The selected designs were sent to qualitative testing.
BRAND + TEXTURE
BRAND + VARIETY
SUB-BRAND + TEXTURE
SUB-BRAND + VARIETY
Quantitative Heat Map
“The results showed strong appeal in the strategic design. A reflection of your great work on the redesign.”
“You make my job easy!”
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With the final design frozen, roll-out to other textures, and application to MVMPs followed.
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The result helped the brand maintain its category lead and increase sales, share, and household penetration.
CREATIVE DIRECTOR: BRADY BONE
ART DIRECTOR: BRADY BONE
DESIGN: BRADY BONE
PRODUCTION: BRADY BONE
ACCOUNT MANAGEMENT: ERIKA RASILE
AGENCY: TEAM CREATIF USA