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