Sheba
Redesign to remain a leader.
STRATEGY RESEARCH BRAND IDENTITY BRAND DESIGN PACKAGE DESIGN
Six years after the debut of Sheba Perfect Portions—an innovative break-and-peel wet cat food packaging format—the brand became a leader in the category. Its growth led to the adoption of the multi-single-serve format by other brands in the Mars Petcare portfolio and, notably, by competitors.
—
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
—
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!”
—
With the final design frozen, roll-out to other textures, and application to MVMPs followed.
—
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