Nestlé

Purina Beyond

BUSINESS NEEDS

INDUSTRY

SERVICES

YEAR

2015

With sales of online pet food growing rapidly, the opportunity arose to connect with consumers online and better support their evolving purchasing needs. Nestlé called on CBA Design to work on the premiumisation of the brand.
/ The Brief

Utilise e-commerce in a unique way, communicating both the premium product and preserving the brand’s existing equity to connect with consumers and better support their evolving purchasing needs.

/ The challenge

Leveraging the unique experience of e-commerce to elevate Beyond’s line of nutritionally complete natural dog and cat food, beyond a mere extension of retail, to better connect with consumers.

/ Creative expression

Creating delight beyond retail

A specially designed shipper box and insert about Beyond’s products are delivered with each order, creating special moments with shoppers and reassuring them that Beyond is a high-quality natural pet food that’s crafted with care.

Since the design, Beyond Direct has exceeded sales goals by over 15%.

CBA Design Project Purina Beyond Visuel 2

Unboxing the experience

To help Beyond design this new online offering, CBA created a unique packaging design and unboxing experience for consumers specifically for this channel.

CBA Design Project Purina Beyond Visuel 3
CBA Design Project Purina Beyond Visuel 4
/ Results

Our work has significant results, indeed Purina Beyond received the Gold for the Packaging category at the prestigious Pentawards. It also won the Gold for Brand Strategy Development category at the Transform Awards 2016, reveived the Outstanding Achievement Award in the category of Packaging from the Dieline, and the Silver for Brand experience category and the Bronze for Packaging category at Transform Awards 2017. 

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