A packaging refresh engineered to drive growth and support product line extensions.
Nulo, a leader in premium pet nutrition, faced a critical juncture in its growth trajectory. As the brand prepared to expand into the high-growth premium treats segment, it needed to ensure strong brand recall without compromising the equity built in its successful pet food line. The challenge was to create a cohesive visual system that would maintain consistency across SKUs while reinforcing shelf presence in an increasingly crowded market.
Leveraging our iterative design process, we created refreshed packaging concepts, positioning, and visual strategies. These concepts demonstrated a 34-point lift in purchase intent through testing, significantly enhancing brand visibility and communication effectiveness. By optimizing key purchase drivers, the new packaging system elevated Nulo’s shelf presence and reinforced its brand promise across both pet food and treats segments. This approach to brand architecture and visual identity has positioned Nulo for sustained category leadership in the competitive premium pet care market.