"Contemporary look and clean design"

The pared-back design is supposed to centre attention on the animal photography used on the pack and to help the product stand out on a busy fixture. This enables owners to choose their product quickly, creating time to browse the other categories. Instagram-famous chinchilla Marty is the star of the chinchilla pack and brings brand name recognition to his 16.8k followers.
With the animals featuring heavily in the re-design, Supreme has chosen to bring in some new pets on Rabbit Four+, Rabbit Junior, Guinea Pig and Rat packs too, with more engaging animals that shoppers can really relate to and that reflect current breed and colour preferences.
Selective Rabbit still features Binky - the bunny that won the company's 'Britain's Cutest Bunny' Facebook competition with tens of thousands of votes and was selected from a shortlist by veterinary specialist Anna Meredith and the Rabbit Welfare Association & Fund (RWAF). It's a bunny that rabbit owners know and love, so it's still easy for pet owners to identify Selective's flagship product.
Veterinary recommendation has been enhanced on the front of the pack as a clear identifier that the product is trusted. Rabbit life stage is also more clearly signposted, stresses the company, helping owners to select the most appropriate product quickly for fast basket fill.
Claire Hamblion, Supreme's marketing manager, points out: "It's really important when redesigning the packaging of a leading brand that you get it right and that it works for both shoppers and retailers. We believe we have done that here - the new packaging has a contemporary look and the clean design will appeal to the young adults who own small pets, while elements of the design remain familiar enough to make for an easy transition."

She continued, "The segment has suffered as a result of bright and busy packaging aimed at the value end of the market. It doesn't reflect where we are now, with more premium products and a drive to buy what's best for the pet, so the Selective range will really stand out as head and shoulders above the rest."
Retailers have seen the new packaging filtering through to the trade since March.The award-­winning product formulations remain unchanged, according to Supreme Petfoods. The company confirms that it…