Since 2008 the packaging of Hill’s Nature’s Best for cats and dogs has been on animal food shelves in a completely new design. The previous design, which was rather reserved, with the background colour in beige, has been replaced with an image of a field and grassland for the entire surface, as well as a large animal key visual. The message that gets communicated to the consumer is: It is pure nature you are buying here.

REDPACK’s task was to adapt the monolingual American packaging to suit the European market. This was a real challenge since up to eleven more languages had to be integrated into the design space without allowing them to interfere with the overall impression. Clear navigation boards with country codes help the consumer find at first glance one’s own language and the information one is looking for.