Fancy FeastGourmet Cat Food

Tayler Clark

Table of Contents

Redesign Plan........................................................................................................2

Style Guide A.........................................................................................................3

Style Guide B.........................................................................................................4

Package Design......................................................................................................6

Photo Comparison................................................................................................7

Advertisement ......................................................................................................8

Redesign Plan- Fancy Feast

History

Founded in 1982 in St Louis, MO, Carnation Company introduced the gourmet wet cat food. Now owned and operated by Nestle Purina Petcare, they have expanded seven original flavors of gourmet cat food to include gravy dishes, kitten food, appetizers and everything in between that you could ever want for you cat.

Target Group

On average, cat owners range in age from 18-60. The average age of a cat owner is 47 with an annual income of approximately $44,000. There are roughly 38.9 million households in the U.S. who have cats.

Plan of Action

Fancy Feast has had a very similar look for its entire existence. This isnt a bad thing, but its boring. Its overused, and its not necessarily capturing the eye of our target audience.This brand needs a little revamp. The logo is not as good as it used to be. It looks much cheaper than the original. The white Persian cat is infamous, but not necessarily in a good way. A recent study showed that the age group most likely to own a pet is between 18-24. The brand needs to refocus its efforts on something that is fresh and new. The customers that use fancy feast will continue to use it, even with a change in packaging. The point of this is to bring in a newer audience who will then become lifetime customers all because of a little revamp.The plan is to advertise to a younger audience through magazines, posters, and billboards. By reaching this audience, sales will increase.

Style Guide

Fonts

Heading: Lucida CalligraphyBody: Minion Pro

It is recommended that the Heading/Title should be 25px on the gourmet cat food can. The body copy should be 4.3px when it comes to the ingredient list. The flavor of the cat food should be 9px. Classic and Gourmet Cat Food should be 7px. The weight of the can should be listed in size 4px.

Color

Light TealCMYK: 64, 16, 36, 0RGB: 94, 168, 167Pantone: 7472 CHex: #5ea9a7

WhiteCMYK: 0, 0, 0, 0RGB: 255, 255, 255Pantone: 633 CHex: #ffffff

Light GrayCMYK: 54, 47, 51, 14RGB: 118, 116, 110Pantone: 424 CHex: #76736e

Style Guide

FancyFeast

Logo

It is recommended that this logo be placed 3.26in from the left side and .149in from the top or .179in from the bottom. The size is recommended to be 1.225in wide and .648in tall on the gourmet cat food can label. For other products, it is recommended that you make this logo the main focus of the design with the fancy cat on the left side.

Package DesignGo

urmet

Cat F

ood

Guara

nteed

Analy

sis: C

rude P

rotein

(MIN)

12%, Cr

ude F

at (Min)

2%, C

rude F

iber (M

ax) 1.

5%, M

oistur

e (Ma

x) 78

%, As

h (Max)

3.7%

, Taurine

(Min)

0.05%

, Ingre

dients

: Oce

an W

hitefish, L

iver, F

ish, M

eat-B

y-Prod

ucts,

Fish B

roth, T

una, A

rtificia

l An

d Natu

ral Fl

avors,

Guar

Gum,

Calciu

m Ph

osphate

, Added

Colo

r, Pota

ssium

Chlo

ride,

Salt,

Zinc S

ulfate

, Thia

mine

Mono

noitra

te, V

itamin

E S

upple

ment,

Ferro

us Co

mplex

(Sou

rce o

f Vita

min K

Activity

), Pyr

idoxin

e Hy

drochlor

ide,

Ribofl

avin S

upple

ment,

Vitam

in B-12

Supp

lemen

t, Biot

in, Fo

lic Ac

id, Vit

amin D

-3 Su

pplem

ent, P

otassi

um Io

dide.

Manuf

actur

ed By

: Nestle

Purina P

etcare

Com

pany,

St. Lou

is, MO

6316

4 USA

. Printed

in US

A. Tra

dema

rks O

wene

d by

Socie

te De

s Prod

uits Ne

stle S.

A. Vevey

, Swit

zerla

nd, Fan

cy Fe

ast C

lassic

Ocea

n White

fish &

Tuna

Feas

t Is Fo

rmula

ted

to Me

et the

Nutrit

ional Le

vels B

y The

AAFC

O Cat

Food

Nutrie

nt Pro

files F

or All Lif

e Stag

es. Fe

ed an

Avera

ge Si

ze Ad

ult Ca

t 1 Ca

n Per

3 Pou

nds o

f Bod

y Weig

ht Da

ily. Fe

ed Up

To Tw

ice Th

is Amo

unt To

Kitte

ns. Pr

egna

nt Or Nu

rsing C

ats Ma

y Re

quire

Two t

o Fou

rTime

s The

ir Norm

al Fe

eding

.

Ocea

n White

fish

& Tuna

Feas

t

Net W

t 3 OZ (

85 g)

Pleas

e Re

cycle

Ask P

urina

at pu

rina.c

omor

call 1

-800-9

33-09

91M-

F, 7a.m

. to 7p

.m. CT

.

Fancy

Fea

st

Gourmet Cat Food

Ocean Whitefish& Tuna Feast

Net Wt 3 OZ (85 g)

FancyFeast

Guaranteed Analysis: Crude Protein (MIN) 12%, Crude Fat (Min) 2%, Crude Fiber (Max) 1.5%, Moisture (Max) 78%, Ash (Max) 3.7%, Taurine (Min) 0.05%, Ingredients: Ocean Whitefish, Liver, Fish, Meat-By-Products, Fish Broth, Tuna, Artificial And Natural F lavors, Guar Gum, Calcium Phosphate, Added Color, Potassium Chloride, Salt, Z inc Sulfate, Thiamine Mononoitrate, Vitamin E Supplement, Ferrous C omplex ( Source o f Vitamin K Activity), Pyridoxine Hydrochloride, Riboflavin Supplement, Vitamin B-12 Supplement, Biotin, Folic Acid, Vitamin D-3 Supplement, Potassium Iodide. Manufactured By: Nestle Purina Petcare Company, St. Louis, MO 63164 USA. Printed in USA. Trademarks Owened by Societe Des Produits Nestle S.A. Vevey, Switzerland, Fancy Feast Classic Ocean Whitefish & Tuna Feast Is Formulated to Meet the Nutritional Levels By The AAFCO Cat Food Nutrient Profiles For All Life Stages. Feed an Average Size Adult Cat 1 Can Per 3 Pounds of Body Weight Daily. Feed Up To Twice This Amount To Kittens. Pregnant Or Nursing Cats May Require Two to FourTimes Their Normal Feeding.

Please RecycleAsk Purina at purina.comor call 1-800-933-0991M-F, 7a.m. to 7p.m. CT.

Photo Comparison

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