CASE STUDY

The Brief

Gourmet Delight engaged us to modernise and refresh their FMCG/CPG cat food brand, focusing on their multipacks and single-serve pouches. The brief called for evolution rather than revolution—maintaining brand recognition while updating the design for stronger shelf presence in a competitive category.

C H A L L E N G E S

Creating a contemporary look without alienating existing customers

Reducing visual complexity while maintaining clear communication of key benefits

Improving shelf presence in an increasingly competitive category

Establishing a cohesive visual system across 5 multipack variants and 7 pouch variants

Reinforcing premium positioning while clearly showcasing the "Natural Meat • Grain Free" proposition

S O L U T I O N S

We positioned Gourmet Delight around the core brand promise: "Real meat recipes that nourish and delight." Our design strategy balanced previous elements with modern refinements.

Updating the signature grey and white cat as brand ambassador while ensuring consistent food photography across all SKUs.

Preserved the distinctive navy blue and white colour palette while refining variant colour coding for better differentiation.

Simplified the typography system, reducing font varieties for cleaner communication hierarchy while ensuring the "Natural Meat • Grain Free" claim remains important.

Modernised the logo with subtle refinements to typography that maintain recognition while appearing more contemporary.

Enhanced product photography to better showcase the appetising ingredients, supporting the premium positioning.

Strengthened the packaging architecture across both multipacks and single-serve pouches.

Results

The refreshed packaging design has achieved stronger shelf standout with improved shopper navigation across the range. By evolving rather than revolutionising the brand's visual identity, we've created packaging that existing customers easily recognise while attracting new pet parents.

The project demonstrates how strategic design thinking can modernise an established FMCG/CPG brand while respecting its heritage and reinforcing its premium position in the competitive pet food category.