Design by: Cowan London

Cowan London creates new brand design for Supreme Petfoods’ Selective range, showcasing the quality of the range and delivering shelf stand-out in an increasingly busy segment.

Independent, international design agency Cowan London has created a new design for Supreme Petfoods’ Selective range of food and treats for small animals.

The award-winning Selective range of products is recommended by vets as it provides optimum nutrition for small pets. The range was developed to meet owners’ increasing demand for products tailored to the needs of each species and age-group of small pets. But as the segment grew and became increasingly fragmented, so did the challenge of achieving brand standout and findability.

Growing demand

Research carried out by Supreme showed that small animal owners care deeply about the food they give their pets and the demand for all-natural, top quality ingredients, premium products and indulgent treats continues to grow.

The new brand design needed to modernise the brand and improve shelf standout without alienating Supreme’s loyal customer base.

Research showed that shoppers referred to the brand as ‘Science Selective’, but the brand mark used on pack didn’t reflect this. Cowan London created a clean and contemporary new brand mark that communicates the perfect balance of science and nature that the products are known for, also incorporating ‘science’ into the brand mark for the first time.

A new distinctive corporate logo, also designed by Cowan, now appears on all brand touchpoints, reflecting Supreme’s expertise in pet nutrition and its understanding of small animals’ needs.

Building on success

The new identity and packaging design created for the Science Selective brand builds on previous work Cowan London carried out with Supreme Petfoods, starting in 2014 when Cowan created a coherent ‘everyday’ brand, Tiny Friends Farm, to cover a fast-growing range of products, which Supreme launched in 2015. Supreme has enjoyed three years of consecutive growth, with global sales up by 7% in 2017 alone.

Nicki Mellows, Account Director, Cowan London, says: “Science Selective is Supreme’s flagship range, and they’re understandably very proud of it. Our aim was to clearly highlight the product benefits and the quality credentials of the range. We wanted to modernise the package designs to improve findability and increase appeal, while keeping the visual equities that existing customers know and trust.”

Claire Hamblion, Marketing Manager at Supreme Petfoods says: “We knew that a packaging design refresh was needed to improve shelf standout and to ensure the brand felt modern and relevant. We are delighted with the final design!”