NUTRO: REBRAND

Mars Pet Food came to BBDO SF to revamp a previously successful brand. They were on the cusp of launching a new product line with a ‘grain free’ value prop for both dogs and cats, that would shake up the pet food landscape and needed our guidance. What they didn’t have was a fresh look and feel across their product portfolio that would entice customers to try Nutro once again. So, we delivered on the ask, and the brand hasn’t looked back since. As a result, Nutro’s new distinctive positioning doubled brand awareness and increased household penetration by 41.2%, creating the first quarter of sales growth after six years of decline.

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NUTRO - FEED CLEAN

Production lead on Phase 1: content migration, new product integration, look and feel exploration, site design, QA, tech development & site launch.

Phase 2: look & feel exploration, brand archetype dev, content dev, design, QA, tech dev & launch.

View the website — Here.

LOOK & FEEL EXPLORATION

We explored a number of design paths, the below were the two we felt most strongly exemplified the essence of where Nutro was going. In the end, we led with a clean, simple site design, that reinforces Nutro’s strong product qualities: grain free, hearty & healthy food, for dogs & cats.