Spillers develops a new line for felines

Spillers Petfoods has launched new Purrfect, a canned catfood range with packaging designed by Ziggurat.

Dubbed by Spillers as the petfood market’s biggest brand launch for ten years, the range is aimed at the mainstream canned catfood market. Spillers already markets a premium Purrfect range, which has also been redesigned by Ziggurat.

“The core message was to capture the relationship between cat and owner,” says Ziggurat director Bernard Gormley. “Surveying a supermarket aisle already crowded with feline mugshots on lookalike cans, we wanted to make the new can visibly different.

“We concentrated on rewarding the owner’s emotions as much as the cat’s appetite. This meant breaking out of the old “feed me” begging cat routine and showing a cat perfectly contented in human company,” comments Gormley.

The white can and background “suggest the modern, healthy – almost ‘human’ quality of the food”, says Gormley. The logo balances bold standout and friendly personality, with the finished lettering “mimicking the feeling of a cat purring”, adds Gormley.