Versele Laga is a long established and world-renowned provider of expert nutrition for pets. Their extensive and diverse portfolio of quality pet food stretches across a vast range of products, catering for all types of animals. Within their family of brands their mid-priced Lara provides affordable and nutritious cat food for all cats and all needs. However as packaging history will repeatedly tell you, brands are periodically in need of refreshment and re-imaging in order to stay relevant in today’s market.

This was no different for Lara and it was up to us to reengage the brand with its core values and character. The essence of the brands’ promise is to provide irresistible delicious enjoyment for cats, and our focus was to bring this to life in a visibly engaging manner. True, there aren’t that many cats who do their own shopping ;) so it was naturally the pet-parents who were the consumers we were trying to seduce. Their primary objective is the health and happiness of their pets, so not better way to reflect this than by putting this moment of delicious joy in the spotlight. If our packs could melt hearts, then we knew we would be halfway to making the impact required.

As with many brand redesigns we take care to ensure the jump between old isn’t a shock to the system but more of a reawakening of the values that were always there. And naturally it is important to maintain a level of recognisibility so that current loyal consumers can still locate Lara and that our new identity still remains sufficiently differentiated from our competitors. Lara but different, this new identity puts the moment of enjoyment front and centre whilst integrating an illustrative style of storytelling to help differentiate the products in a playful manner. With each pack telling a story, the design engages with joy whilst clearly guiding consumers to the right product for their pets and their specific needs.