In partnership with Mars Petcare, Australian-based design and brand agency Grain Creative have relaunched the Whiskas dry packs, across a variety of size and pack formats. With a remit to simplify on pack communication and balance brand personality with product benefit, Grain Creative retained brand heritage and injected nutrition and taste cues into the packs.

The Grain’s are pleased with the final packs and creative director Jure Leko says, “It’s always exciting to take on such an iconic brand and evolve it. The challenge is in finding the right balance between brand personality and communication of product benefits. Whiskas is a brand that is passionate about cats and cat owners and we wanted the lines and flow of the design to reflect care and softness as well as taste and nutrition. The curves of the purple were inspired by the heart shape which features strongly with the Whiskas brand.”