Pet health can be overwhelming and leave consumers feeling lost, even confused about what food is best for their pets.
With endless information available online and in-store, as well as marketing ‘trends’ which often make health benefit claims that are completely unproven, the category was calling for a brand to give them the confidence they’re doing the best thing for their pet.
By translating complex scientific nutrition into accessible, easily digestible information for everyday consumers, Optimum helps all pet owners separate fact from fad, empowering them to make informed choices for a healthier life together with their pets.
To further establish Optimum as the leading expert in pet science and nutrition within grocery, we were challenged by the team at Mars to create a new, premium pet food range that needed to deliver strongly to the brand’s veterinary expertise and command a price premium to prevent channel leakage for Mars and Coles.
Optimum PRO was created. From naming to packaging design and iconography - our solution leveraged scientific credibility from the established Core range and tapped into key specialty channel semiotics to elevate efficacy and veterinary expertise.
With Core predominantly silver and anchoring Optimum firmly in science, we introduced strong white and gold accents to elevate PRO’s specialist veterinary knowledge. We developed a sophisticated claims structure with supporting iconography to ensure the targeted formulations were credible and easy to understand.
The distinctive brand arc and bespoke photorealistic dog illustrations balance the clinical, expert nature of the design with the warmth and optimism of pet ownership. The specialty breeds of each dog were specifically chosen for each targeted benefit, looking active and engaged in their stance to communicate their total health and wellbeing.