Seymourpowell unveils new packaging designs and visual identity for the Nestlé Purina PRO PLAN Cat brand with a completely new look for pan European roll out For more information go to www.seymourpowell.com and blog.seymourpowell.com

1. PRESS RELEASE
Seymourpowell Creates New Look for Nestlé Purina’s PRO PLAN catfood brand
Seymourpowell unveils new packaging designs and visual identity for the Nestlé Purina
PRO PLAN Cat brand with a completely new look for pan European roll out
London, UK, 12 March 2012 – leading global design and innovation company Seymourpowell,
is pleased to announce details of the new look created for the Nestlé Purina PRO PLAN catfood
brand in Europe. Seymourpowell created the packaging and the styling for all communication
materials including the website. Rollout across Europe starts from March 2012.
The Nestlé Purina brand PRO PLAN is a high quality product sold through specialist channels –
veterinary practices and specialist petshops such as Pets at Home with target consumers driven
by health and prepared to pay a premium for high quality, vet endorsed products.
Nestlé Purina approached Seymourpowell to create a new look for the brand and following a
three way pitch Seymourpowell successfully created concepts taken forward to research.
Research in France and Russia produced an overwhelming result for the winning concept.
The successful concept creates category-breaking emotional engagement with the consumer
through the dramatic & beautiful cat portrait while the heath credentials of the brand are
underpinned with strongly scientific communication of specific product benefits. In combination
with this, the additional vet endorsement and Purina expertise icons command authority and
give full assurance of product quality and performance for the target consumer. Clarity of the
range architecture ensures maximum consumer shopability experience and range
understanding through clear, approachable colour coding.
The creation of an iconic cat image creates outstanding shelf presence and standout, and
provides a strong platform for the brand’s comms in key consumer touch points. Seymourpowell
created a new comms mark that integrates the iconic cat image with the PRO PLAN brand mark
to drive one single-minded visual presentation for the brand. The challenge to combine the
black & white iconic image mark with the colour world of consumers within advertising, web and
point of purchase communication was successfully met through the combined use of the comms

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mark and engaging full colour cat imagery featuring specialist breeds. A full identity and brand
manual creates the whole world of the new look for all markets across Europe.
Phil Houldershaw, Design Director at Seymourpowell explains, “Our approach to break the
mould for the brand with the creation of the big cat face design, challenges specialist channel
category norms and creates a great icon for the brand – we were looking to create a design that
would stretch beyond packaging into all touch points, which we believe we have achieved. Key
to this was the complete support of the Nestlé Purina PRO PLAN Cat brand team who let the
idea translate through to all media without dilution or fragmentation.”
Sarah Bell-Klauser, European Marketing Manager, PRO PLAN Cat added “Seymourpowell
clearly understood our objective to challenge the status quo and translated this into a brilliant
design strategy and break-through creative. Seymourpowell helped us break the rules and
create something truly innovative. They delivered an iconic new look that will put PRO PLAN
catfood firmly on the map.”
Seymourpowell continues to work closely with Nestlé Purina and the PRO PLAN Cat team as
brand guardians and sole European agency to extend and drive the continued brand role out
and future brand extensions.
***ENDS***
For further information contact:
Tim Duncan or Hettie Rous
PR, Seymourpowell
Email: tim.duncan@seymourpowell.com
Tel: +44 (0) 20 7386 2369
Email: hettie.rous@seymourpowell.com
Tel: +44 (0) 20 7386 2339

3. /cont
About Seymourpowell – The shape of things to come
Seymourpowell is one of the world’s leading design and innovation companies. Founded in
1984 by Richard Seymour and Dick Powell, the London-based group of award-winning
designers has produced some of the ‘milestone’ products of the last two decades. The company
is now part of Writtle Holdings.
Seymourpowell is currently 90 people, combining a design studio, research centre, materials
library and prototyping workshop.
Seymourpowell has a unique holistic approach to design and innovation, which combines in
depth experience and up to date intelligence about people, markets and businesses. The
company has the ability to forecast and interpret the vital implications of behaviors and work out
future scenarios to give its clients the confidence and reassurance they are making the right
decision.
Seymourpowell is skilled in exploiting ideas that create real value and always look to move
clients forward creatively. Seymourpowell is not just a company of visionary thinkers, but future
‘doers’. Ultimately, Seymourpowell is about making things better: better for people, better for
business and better for the world.
Specialisms include design innovation, transportation design, ethnographic user research,
strategy and new product development (NPD), trends and forecasting, product design and
development, 3D structural design and 2D graphic design.
About Nestlé Purina
Nestlé Purina PetCare Company is a leader in the pet products industry, dedicated to improving
the lives of cats and dogs through quality nutrition and care. Core philosophies include
promoting responsible pet care, humane education, community involvement, and the positive
bond between people and their pets.
In December 2001, Nestlé S. A. completed the acquisition of the Ralston Purina Company and

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began the process of integrating their Friskies Petcare business with Ralston Purina to create
the world's leading petcare company, Nestlé Purina PetCare.
Friskies had over 80 years of pet care experience, about the same as Ralston Purina, and now
that wealth of knowledge, all based around understanding and meeting the needs of pets and
their owners, is being combined to enhance pet nutrition and continue to provide the finest
quality pet foods.
This combined expertise allows Nestle Purina to be at the forefront of research into dog and cat
nutrition.
Nestle Purina is involved in extensive work with the veterinary profession across the world to
ensure that dogs and cats are provided with the best possible nutrition. In addition to Purina
Veterinary Diets range, which is only available through veterinary practices, Nestle Purina
manufacture PRO PLAN, Bakers, Beta, Bakers, Felix, Go-Cat, Purina ONE, Winalot, and many
other well-known brands