Project Title: Bel Ami.
Project Date: Ongoing project.
Project Type: Product label design.
Project Goals: Appealing design, to stand out in a crowded market with similar products.
Introduction.
Natura Intergroup is a company specializing in the production of quality food and pet food products, offering a good price-quality ratio. The company serves a diverse customer base through more brands, among which we can find: Bel Ami, focused on pet food, and Dora, representing the human food branch. Our collaboration with Natura Intergroup involved creating packaging designs for both Bel Ami and Dora, aimed at enhancing brand identity and boosting market presence across these distinct product lines.
The challenge.
Bel Ami, a price-friendly pet food brand, sought to create a visual identity through its product packaging that would accurately reflect its market positioning. The brand aimed to appeal to budget-conscious pet owners who want high-quality food for their dogs and cats without breaking the bank. The packaging needed to resonate with this target audience, conveying both value and quality. Additionally, it was crucial for the packaging to stand out on crowded supermarket shelves, grabbing the attention of potential customers in a competitive market.
Solution.
To meet this challenge, we designed packaging that effectively communicates Bel Ami’s core values—affordable quality and care. The design features inviting colors and approachable fonts that signal both trustworthiness and value. Images of happy, healthy pets are used to create an emotional connection with pet owners, reinforcing the message that Bel Ami offers quality nutrition at an accessible price point. The packaging is clean and informative, with key details such as nutritional benefits. This design approach not only enhances the brand’s visual identity but also ensures that Bel Ami products attract attention and resonate with price-conscious shoppers, making them stand out on supermarket shelves.
Process and stages.
Research & discovery: As usual, the first step was discovering the brand and its vision, the product and its features, and, of course, the competition and its products. Especially with a retail product, research is essential to ensure the product design includes all necessary features that other products have, while also bringing a fresh image to the shelves. We also focused on understanding the market audience and the areas where the pet food is going to be sold.
Design creation and feedback sessions: We focused on finding a unique and distinctive approach to the design, to make the product stand out. We created mockups that illustrated our vision to confirm with the client that the design direction was aligned with the brand’s vision.
Final delivery, ready for print: After receiving approval from the client, we refined every detail of the design to create all the variations needed for different products. We custom-created different designs for different product types, from wet food to dry food, as well as a premium range that required more distinctive elements. However, the objective was to maintain a common identity for the products, whether for cats or dogs, to be easily recognized as belonging to the same range or manufacturer.
Client testimonial.
“Excellence! We work with very big clients who have high demands from us, and Subsign consistently delivers amazing results. We simply share our ideas, and they respect every detail, bringing our vision to life with outstanding outcomes. They also ensure that we accomplish our projects on time, every time. Talented and dedicated, I totally recommend them!”
Roxana Dia – Brand Manager – Natura Intergroup
Conclusion.
As animal lovers and owners, this project was especially enjoyable for our team. We were happy to work on it, from the discovery steps to the moment we saw the final product on the shelves of the supermarkets near our office. Product label design is not always an easy task and requires a lot of practical thinking, to incorporate all the technical information necessary for this kind of packaging.
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