IAMS Naturally

IAMS is an international brand of dog and cat food with over 60 years of history. “Naturally” is its premium range of products with natural ingredients.

For the IAMS portfolio, we first created the key identity elements appearance, then we defined the brand architecture and formulated the visual principles to guide the design strategy of different ranges. With “Naturally”, we needed to make a distinction from the main product range and the veterinary health based “Pro-Active”, while maintaining the link to the mother brand. As part of the creative solution, we chose the texture of natural paper for the new range, and the hand-drawn style with scenes of specific environments, which connote the natural origin of the ingredients. We also kept the typical layout of the packaging with the shape of a dog paw, locking “Naturally” securely within the IAMS portfolio.

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