The Focus
The Allana Group, an export giant operational since 1865, wanted to foray into a more consumer-facing market with Bowlers Nutrimax and Nutrimax Club in India.
Bowlers is an entry into the B2C side of the Pet Food category, where the Allana Group are already market leaders in some other geographies.
Approached the team at Elephant to jointly develop their visual identity and packaging system to help Bowlers occupy a unique position in the market with treats targeted towards ‘active’ dogs in particular
The Design
The team created an active visual identity, using playful typography and other lively elements to attract their target audience
The packaging deviates from conventional, realistic dog imagery and uses an illustrative style that revolves around the relationship between active pets and their parents in outdoorsy settings
Used distinct packaging systems for both: Nutrimax and Nutrimax Club with their distinct templates and palettes that distinguished them on the shelf, while making room for their expanding portfolio
The Story
Bowlers Nutrimax, a brand under the esteemed Allana Group, renowned for its export of food products since 1865, recently embarked on a new venture in the pet food industry. Based in Dubai and the UAE, the Allana Group has a solid reputation derived from their trade in frozen meats and other food products.
Despite being market leaders in the Pet Food (Treats) category, they lacked consumer-facing brands of their own. They wished to foray into the market with Bowlers, a range of dog food geared towards active pets.
This was when they sought Team Elephant's expertise to create a captivating visual identity and develop an appealing packaging system. The aim was to help Bowlers occupy a unique position in an inundated market by highlighting its ‘for active dogs’ proposition, while using an array of design-based techniques to set them apart on shelves.
Bowlers Nutrimax aimed to be established as a premium brand. While initially focusing on products with superior quality, they also had plans for mass-premium and other variants in the future. This meant that our design solution needed to include an adaptive packaging system from a future-proof perspective.
Enhancing Active Bonds
The visual identity created by Elephant Design reflects the brand's modern and clean approach. The standout feature is the letter 'R,' which embodies a dog's face with ears and other playful elements. This playful logotype adds character and energy to the brand, distinguishing it from more functional approaches seen in the category. The letter 'O' was intentionally left out to avoid an obvious, expected approach as regards the typography. This element perfectly captures the essence of the brand, emphasizing the active lifestyle shared between pet owners and their dogs.
The team aimed to target both: new and experienced pet parents with our packaging for Bowlers. When browsing on the shelf, new pet parents would find Bowlers to be an informative, wholesome brand that takes care of their apprehensions while helping them come up to speed on the knowledge they need. Experienced pet parents, on the other hand, would find Bowlers to be perfect for the specific, unique needs of their pets – while reassuring them about the holistic nutrition this range provides for added wellbeing.
The brand's focus on active pets is evident in the design, with the letters expressing a sense of quirky energy and excitement. Each flavour variant is accompanied by meaningful text content that reinforces the unique relationship between pet and owner.
Elephant team opted for stylish illustrations of dogs instead of realistic images. These feature dogs engaging in sporty activities, always showcasing their active nature. This departure from category norms sets Bowlers apart, creating a more unique and memorable brand story. The vibrant colours chosen for the treats evoke a sense of reward and achievement, reinforcing the positive experience for dogs.
Welcome to the Club
In developing the packaging system for Bowlers Nutrimax Club, Elephant Design incorporated established category codes while adding their own unique flair. Purple became the category colour, with teal representing the adult variety, pink for puppies, and lilac for starters. This would aid the shoppers to identify the specific variant they need. Gold and purple accents were strategically employed to highlight the brand's premium codes.
The packaging showcases engaging graphics that depict both pet parents and their dogs, creating an emotional connection with the target audience. Each variant has its own named mascot, adding a personal touch and reinforcing the bond between pets and their owners. A special focus was given to the side of the pack, where every ingredient is clearly listed, along with the associated benefits for specific body parts.
A seal with the words "Harmonious, honest, and happy health" serves as a stamp of approval, prominently displayed on the front of the pack. This encapsulates one of the key brand promises. The illustrations on the packaging depict dynamic playground scenes, showcasing an outdoorsy environment with minimal highlights, such as trees. These elements reinforce the brand's focus on the active lifestyles of pets and their owners.
As the initial launch consisted of only two packs, the team developed a design template that would serve as a foundation for future packaging.
In conclusion, Elephant Design's work for Bowlers Nutrimax has successfully unleashed a captivating visual identity and packaging system for active pets. The modern and energetic visual identity, coupled with stylish illustrations and a premium packaging layout, sets Bowlers apart in the competitive pet food market. With the team's creative prowess, Bowlers is poised to make a significant impact and become a go-to brand for pet owners seeking high-quality nutrition for their beloved, energetic companions.
