Creativity into clarity

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    01 Advance 3840x2160px 72dpi
    Client Mars Petfood
    Shifting & Shaping Tastebuds

    For many people, our pets occupy a special space that oscillates somewhere between animal and person. So, it makes sense when feeding our pets that we want to choose pet food that represents the values we look for in our own food; more natural and more true, but also backed by science. Having always been firmly anchored in the science space, Advance was getting left behind.

    With the shift in the pet care category toward more humanistic food and ingredients, along with the disruption from new boutique brands in pet care, it was important to reignite Advance’s pioneering spirit and leadership in the pet care category.

    02 Advance 3840x2160px 72dpi V2

    The new design launched in early 2021, using shape and hyper realistic illustrations on the packaging to create a shift in the visual language. The brand blue comes from the Australian flag and is simultaneously authoritative while bringing genuine and grounded values through every layer of the brand.

    03 Advance 3840x2160px 72dpi V2
    Ezgif com optimize

    In softening the aggressively scientific narrative, people could see reflections of their own pets woven into the story, creating connection and meaning.

    05 Advance 3840x2160px 72dpi RT

    We recalibrated Advance’s focus to being driven by Australian science and made here at home in the Central Tablelands of NSW, delivering optimism and pride. Commanding assurance that Advance, a leader in pet care and nutrition, has the best interests of Australian pets at its heart.