Neceso

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Client

NECESO

Brand

NECESO

Industry

Manufacturing

Scope

Packaging Design

The Background

At the heart of the NECESO story is their retail pet supply store. Through our every-day interaction with the human consumers of pet supplies, they have personally gained in-depth knowledge of their needs. They know their customers well and know how to fulfil those needs quickly and accurately with the best products and services.

It’s a fast-paced world, where there is less time for socializing and relaxation. More and more people are welcoming pets into their homes for loving companionship and enjoyment. To all of us, each one is a special kind of human who cherishes the connection with their animals.

NECESO grew from love of animals and from respect for all humans who love and care for them. They created NECESO to ensure we can help pets and their people benefit from everything we have learned in our store.

The Brief

Highly experienced retail pet supply specialists brought us a project brief built on the framework of our New Design Group briefing questionnaire. They needed a distinctive branding package for their new tofu-based cat litter product, which features health and lifestyle advantages for cats and their human companions.

Our client and our team worked together, focusing our efforts on developing core visual and copy concepts to meet specific brand objectives.

The Challenge

Profitability is the business challenge for this company taking its first steps as a manufacturer. But success in any margin-conscious consumer goods industry depends on delivering clear messaging backed by strong brand personality.

Even a store shelf is a noisy communication environment. A strong brand on the package puts life into the product statements that need to be there. It unifies and amplifies the company’s messages.

Effective branding differentiates companies from their competitors. Our primary branding challenge was to create a brand that would be known, recognizable and attractive in the huge pet supply marketplace.

The Process

Simply being louder than our client’s competition would not yield the necessary consumer awareness. Instead, we found the key emotional concept in the company’s culture of sincere love and personal care for pets and their people.

Every creative decision flowed through that filter. The name was chosen for its rhythm, brevity, and easy pronunciation. The logo reminds people of how good their cats make them feel. Package design imparts the natural health benefits of the product, presented by “Nacha”, the company founder’s own pet. The tagline is a clear benefit statement with a touch of humour. Text is informal and warm.

Our clients are very pleased with the way New Design Group gave their company a unique look, a welcoming “feel”, and a memorable presence in the marketplace. In other words, they believe in their brand.