With the sale of online pet food sales growing rapidly year-over-year, Purina Beyond saw an opportunity to connect with their consumers online and better support their evolving purchasing needs. The challenge was how to utilize e-commerce in a unique way, communicating both the premium product and preserving the brand’s existing equity.
To help Beyond design this new online offering, CBA created a unique packaging design and unboxing experience for consumers specifically for this channel. While e-commerce is often mistakenly used by brands as a mere extension of retail, CBA leveraged the unique experience of e-commerce to elevate Beyond’s line of nutritionally complete natural dog and cat food to better connect with consumers. The resulting design is elegant and sophisticated, free from the traditional pack messaging that’s needed on shelf. A specially designed shipper box and insert about Beyond’s products are delivered with each order, creating special moments with shoppers and reassuring them that Beyond is a high-quality natural pet food that's crafted with care.