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Miratorg: pet food

Miratorg: pet food

"MIRATORG" is a new brand of balanced, complete pet food for cats and dogs from the largest vertically integrated agricultural holding in Russia. The products contain only natural meat and plant ingredients from their own farms. All products undergo multi-level quality control. The food is approved by professionals and developed in collaboration with nutrition experts specifically for those who care about their pets. The brand's assortment includes products for all breeds of cats and dogs, both healthy and those on special diets. The new pet food packaging design emphasizes the high meat content in the composition.

The developed positioning strategy and visual communication reflect the core idea of the brand: natural pet food will make pets healthy, full of strength and energy, delighting their caring owners with active longevity.

The packaging design before the rebranding conducted by the agency's specialists did not reflect the brand positioning, poorly conveyed the brand, and the logo was obscured by the texture of animal fur, making the name difficult to read. There was no effective color coding, which hindered the development of a comprehensive product portfolio architecture and the differentiation of the packaging design for new functional product lines. The communications lacked an emphasis on meat, resulting in a design that did not highlight the brand's main functional advantage.

The main character of the new pet food packaging is a beloved pet making direct eye contact with the target audience. This effect creates a strong emotional connection between the product and the buyer, enhancing brand loyalty. For BARF meat nutrition packaging, a different approach is used — a photo style where the animal is shown in its natural environment, highlighting the wild nature of the pet that needs a quality meat diet for a full and healthy life.

В проекте использованы материалы: презентационные материалы / БРЕНДЭКСПЕРТ «Остров Свободы» / ShutterStock / Freepik / Unsplash / Pexels / Goodmockups / Pixpine.

Elemax

KAMCHATKA