The top brand of raw pet food in the UK, Nutriment, was founded in 2013 to feed pets only raw ingredients. Their guiding principle is that animals should only be fed authentic, natural food made with the best ingredients, carefully balanced, and minimally processed. Since its founding, the company has led the raw food revolution by developing meals that are simple to prepare and enjoyable for pets daily. Their goal is to make pet nutrition easy to understand so owners can make well-informed choices about their pets’ diets.
The previous logo, which used a problematic combination of ligatures in a unicase rounded sans serif typeface, drew harsh criticism for its design. Unfortunately, these issues have not been adequately addressed by the new logo. The troublesome “nuT” triple ligature, which many feel shouldn’t be there, is still present. While removing the original logo’s quadruple “nuTR” ligature is a positive step, it is replaced with an extremely small “r,” making the text difficult to read. Additionally, the “Im” now has an equally unsettling new ligature. The new logo’s general design is still clumsy and does not significantly improve upon the previous one. The decision to employ a unicase style remains controversial and does not reflect the brand’s attitude and values.
Despite the logo’s flaws, the company’s revamp of the packaging is a remarkable success. The new package features modular grid-formatted monotone color combinations against a chic dark gray backdrop. This design methodology lends itself to replication and adaptation across various product structures. The dogs’ profile pictures on the packaging are a welcome change from the usual front-facing pictures on most pet food containers. The meticulously arranged and captured food dishes in front of the dogs are the focus of their attention in this shot. This astute design decision fosters a sense of connection and engagement.
Given the brand’s focus on raw food, choosing an earthy, gritty, organic look may have been easy. However, opting for a cleaner, more clinical aesthetic was a calculated choice. For pet owners, it helps make the idea of a raw food diet more approachable and less daunting. The sleek, contemporary container design reflects Nutriment’s dedication to premium, natural ingredients by conveying precision and care. To differentiate the brand from other pet food options, the package features a unique gray background color that exudes refinement and sophistication.
Nutriment aims to provide natural, minimally processed pet food, which is nicely aligned with the redesigned package. It exudes dependability and trustworthiness, which are crucial for pet owners when selecting food for their animals. The sleek, contemporary packaging style conveys the brand’s commitment to pet health and forward-thinking outlook.
In conclusion, the redesigned package is a noteworthy accomplishment, even though the new logo is far from ideal. With a sleek and contemporary design, it successfully conveys the brand’s dedication to providing raw pet food of the highest caliber. Pet owners will find connecting with the brand easier and understand its offerings thanks to the aesthetically pleasing and practical packaging. Despite the logo failing to adequately capture the company’s innovative nature, the packaging demonstrates Nutriment’s emphasis on genuine, natural pet food.
