Fancy Feast continues to lead the wet cat food category by delivering elevated food experiences with superior taste and visual appeal. Mars disrupted the category in 2015 by launching Sheba Perfect Portions, which provides two 1.3oz servings in a connected package. Mars’ single serve proposition had remained unchallenged until Fancy Feast introduced Petites.
The assignment was to connote premium to Fancy Feast’s Mainline cat food while still fitting within the brand’s Look/Tone/Feel. The package had to break through and differentiate at shelf in a very busy market and visually communicate elevated product proposition and the single-serve function.
Five designs went through rigorous quantitative and qualitative testing. I traveled to observe my design make it to the last round of testing with one other design that went into market.
Concept Sketches
