Fancy Feast rebranding

RDLA was hired to redesign the Purina Pet Food Group’s Fancy Feast website. Through research RDLA found two main issues. First, their concept of luxury was outdated and relied on the outdated ‘indulgence’ approach. Secondly, their customers could not differentiate between one flavor / form or the next. At that time Fancy Feast offered 52 unique varieties.

Through research, including using the RDLA Color Image Scale, RDLA was able to introduce the concept of luxury being foreign travel destinations. This allowed us to redesign the website and assigning flavors and forms to distant locations.

The brand Taste and Lifestyle were moved from Luxury to Elegant and Chic, which gave us new color palettes and textures that we included in the sites' images and backgrounds.