Purina Rebrand

Purina is one of the most established names in pet nutrition, built on decades of research-driven credibility. But that scientific authority came with a visual identity that felt clinical and impersonal, especially to a growing audience of younger, first-time pet owners who choose brands based on emotional connection as much as ingredient lists. I redesigned Purina's brand system from the ground up: a geometric logo that holds both a dog and a cat in one mark, a warmer color palette, a poster series that speaks directly to owners about their pets' wellbeing, environmental signage built for warmth in retail spaces, and packaging that unifies the product family while letting individual lines breathe. The goal was to reposition Purina as a brand rooted in science but led by care.