Barking Up the Right Tree: Nutrish Fetches Packaging Success

When shoppers are navigating supermarket aisles and deciding what product to pick up from the sea of competing alternatives, it’s important to recognize the (perhaps inconvenient) truth that most shopper decisions are made on autopilot. While in a perfect world people would carefully weigh up each and every option on offer, the reality is far different – and packaging designers must lean into these split-second decisions, not fight against them.

So how do you communicate the necessary information for consumers to make an informed purchase decision in this seemingly impossible timeframe? While standing out and being instantly recognizable is a given, it’s the cohesiveness of every single on-pack element – all pulling in the same direction – that can make the difference between your product being picked up or passed over.‍

Congruency is often the unsung hero of the packaging world, being one of the most impactful tools at a designer’s disposal. The premise is simple: when all packaging elements work together in harmony it creates a multiplier effect. Each element subtly and subconsciously reinforces associations and impressions that add both familiarity and credibility to a brand’s promise. This in-turn gives the product the best chance of moving from shelf into shopping basket.

When U.S. pet food brand Nutrish underwent a pack refresh recently, the goal was more than just a facelift — it was to “better convey product benefits.” Specifically, that related to the brand’s health and nutrition credentials, and achieving this required the pack design to leave people in no doubt as to what sets the brand apart from competitors.

A significant shift in visual elements played a key role in clarifying the product’s nutritional underpinnings. Most notably, the new packaging brought the “Whole Health Blend” callout to the forefront. But rather than just making the claim bigger and bolder, it was complementary design elements that allowed it to really shine, trading a more rustic but busier look for a cleaner, sleeker design.

The logo’s shape was also cleverly played on to further emphasize this positioning. While being the key anchor to tie the new and old packaging together (in the process minimizing as much disruption associated with the transition as possible), the pointed tip directed people’s gaze to the real ingredients imagery and callout. This meant the revamped structure and placement of key information naturally guided people’s eye down to the health benefits claim, further solidifying this primary messaging in people’s minds. ‍

Color psychology also played its part in subtly reinforcing health-based impressions, giving the pack added meaning and creating a powerful mental shortcut. Brown, cream, and green (colors typically associated with nature) helped further promote the idea that the product contains real and natural ingredients.

But great packaging design isn’t just about what you include; it’s perhaps more importantly about what you don’t. Although American celebrity chef Rachael Ray helped develop Nutrish, she was notably absent from the new design. While her removal resulted in perceptions of trust and quality being slightly diminished, Ray’s omission allowed greater focus to be placed on what ultimately matters most: pet food that is both nutritious and delicious. With these purchase motivators becoming the top dog as shoppers quickly scan the pet food aisle, this ultimately culminated in a successful redesign for Nutrish.

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