ATC - All Things Communicate continues its long-standing collaboration with Purina® with an Amazon Brand Store redesign dedicated to Felix®.
The project involved the creation of various static assets for the Brand Store key areas: the main homepage, dedicated homepages for wet food and snacks, along with a series of 11 customised header banners designed to guide users through different sub-ranges.
A combination of creativity with a strategic approach, featuring a redesign also shaped by sales volume considerations: the goal was to provide a visual and informative focus on bestselling products and formats, optimising the purchase journey and highlighting consumer preferences.
Each asset was designed to facilitate navigation and help guide users (including those not yet loyal to the brand) towards more informed choices, thanks to the clear presentation of Reasons to Believe and the distinctive features of each range. Everything was then brought together within a coherent visual ecosystem, capable of integrating new products and evolving the brand’s presence on the e-commerce channel.
The main challenge was to ensure consistency and continuity across different assets, maintaining a recognisable brand identity while also adapting to the logic and demands of navigation on Amazon.
As Matilde Cirafici, the account lead on the project, noted: “We aimed to strengthen our role as Purina®’s long-standing creative partner, even for targeted needs linked to highly competitive e-commerce platforms like Amazon, through a digital intervention that stays true to the brand’s identity and is focused on conversion”.
Andrea Cherubin and Alberto Roncaglia (Art Director) with Giulia Lupi (Copywriter) worked on the project, under the supervision of Matilde Cirafici (Account Executive).