Proggy Plus

Andriani chose ATC – All Things Communicate for its expertise in pet food packaging to support the Italian launch of the Proggy Plus dog food range, a premium plant-based line enriched with superfoods and algae. The challenge: to make a revolutionary legume-based proposition immediately understandable to people who choose their dog’s food primarily through the information on pack.

For a 100% plant-based proposition, the specialist retail channel is the most important place to communicate non-negotiable nutritional credibility. The claim we created for the range, “Per cani amici del pianeta” (“For planet-friendly dogs”), immediately positions Proggy Plus as a sustainable and conscientious brand.

The same friendly approach continues through the visual code. We chose illustration, which brings warmth to a category dominated by product photography and technical tones without compromising credibility, while also creating immediate differentiation and recognisability. The featured breeds were selected both for their popularity and for the way they enhance the chosen visual style. Each product and size is represented by a “hero” dog, distinguishing every SKU within a coherent family feeling, supported by a palette that complements the tone without ever making it feel cold. All nutritional reassurance information is built into this system.

The back of pack is dedicated to the many benefits offered by Proggy Plus. The information hierarchy groups them into four clusters — Healthy, Functional, Innovative and Italian — creating two levels of reading: those who spend only a few seconds on pack can immediately grasp the four key benefits, while those who want to explore further can find the supporting evidence beneath each one.

Around the pack, we developed the materials that support the product in-store. The wooden display houses the full range and reinforces its premium positioning. The promotional display with sampling and a reusable bowl helps lower the barrier to trial. The leaflet explores the consumer benefits in greater depth, while the trade catalogue communicates the commercial value of the range to retailers.