Nestlé PURINA PetLife

Following a recent acquisition, Nestlé wanted to create a new masterbrand for its Purina pet division with the aim of becoming market leader in Australia's speciality petcare accessories category.

NESTLÉ PURINA PetLife

Blue Marlin Brand Design

Client: NESTLÉ PURINACategory: Packaging (Branding- Other)

Executive summary

Nestlé Purina PetLife was developed to evolve the Australian Pet Specialty category from a functional and uninspiring collection of products, which were difficult to navigate, into a go-to destination for pet professionals and average pet owners alike.

The challenge was significant: following its acquisition of The KraMar Pet Company in 2010, Nestlé Purina hired Blue Marlin to create a brand in this under-leveraged, disengaging category that would remind consumers of the value of pet speciality products, such as grooming, tethering and bedding....

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