Over twenty years of brand guardianship across packaging, retail and activation
Gourmet™ is the Purina® brand that places the strongest emphasis on culinary appeal and refinement, and for over twenty years we have acted as its brand guardian. The core task is to ensure brand consistency across the many assets of an ever-expanding portfolio, where each new range needs to stand out without drifting away from the overall brand image. Some of those ranges also feature naming created by ATC, such as Diamant and Perle.
The project that made our role explicit was the international relaunch of the entire range, when a clear communication hierarchy between the main brand and sub-brands was established for the first time. Since then, that principle has become the benchmark for every project. It applies to the European launch of Soup and the Italian launch of Soup Royale, where an international shopper toolkit was adapted for the Italian grocery retail market through a double presentation box, one for trade and one for consumers, with samples and a discount voucher designed to encourage trial. It applies to Gold Tortini and the Nature’s Creations packs, and to Perle, whose relaunch brought the MSC-certified sustainable fishing logo onto pack, supported by copywriting with a dual tone: informative when addressing the wider sustainability message, lighter when talking about everyday pleasure.
At the point of sale, consistency comes to life through materials that evolve from season to season. A workshop organised with the client marked the starting point for visibility and shopability activities for the specialist channel, leading to the development of shelf-focused materials designed specifically for pet stores. In grocery retail, we created several in-store activation projects, including a Christmas tree-shaped display, as well as the visibility materials for the Revelations and Atelier concepts. Each POP material works effectively on its own while remaining instantly recognisable as part of the Gourmet™ world.
Within consumer activation, for the various collections we developed the concept, creative direction and prize design. For the “L’arte dell’eccellenza” contest, we worked closely with the client on both the mechanics and the prize itself: an artistic portrait of the customer’s cat painted on canvas, supported by the development of the key visual. The agency also managed the project’s logistics.
The same codes naturally shape the brand’s online presence. We produced display banners, assets for social media and campaigns, dedicated content for Amazon and communication for Revelations on Fire TV, while for My Gourmet Atelier we defined the identity of a service designed to create a bespoke menu for each cat. Finally, our role also extends inside the company, through internal communication and sales force incentive activities, because protecting brand consistency starts with the people who represent it every day.
For Soup Royale, we adapted the international toolkit to the Italian market, developing shopper materials for grocery retail and a double presentation box, one for trade and one for consumers, with samples and a discount voucher designed to support trial.
The relaunch of Perle brings the theme of MSC-certified sustainable fishing onto pack, with a language capable of balancing information and lightness without moving away from Gourmet™’s refined tone, while remaining consistent from grocery retail through to online channels.
For the Gold contest “L’arte dell’eccellenza”, we developed the concept, key visual, mechanics and prize: an artistic portrait of the customer’s cat painted on canvas, shaping the project through to the final stages of logistics management.
For Revelations, we extended the range identity across point-of-sale visibility materials and digital assets, through to communication on Fire TV, maintaining a strong connection between product and brand experience.
The packaging for Nature’s Creations introduces a visual language inspired by the natural quality of its ingredients, enhancing the distinctiveness of the range while maintaining continuity with Gourmet™’s premium codes and strong brand recognition.
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