Dog food gets personal with custom packaging

Kari Embree in Packaging Design on October 31, 2014

For the first time ever in the U.S. a major pet food manufacturer is producing a personalized dog food for your pooch—Just Right by Purina.

The idea behind the concept blends together a dog owner's first-hand awareness of their pet’s needs with Purina's established nutritional expertise to develop a personalized feeding experience for individual dogs.

Dog owners will have the option of personalizing the packaging by including a photo of their dog and adding his or her name on the package. Also, the package will include feeding instructions tailored specifically for each dog.

Packaging Digest interviewed Brian Lester, director of marketing, Just Right by Purina, on the packaging design.

What is the motivation behind Purina’s recent activity in introducing new products/packaging?

Lester: We looked at other consumer product categories, such as music, food, beverages, and technology, and saw the broader trend of personalization and customization.

Our consumer research showed that 70% of pet owners want more input in and control of their pet’s food.


What design trends does your packaging set in the pet care market?

Lester: While we use existing industry packaging for our dry food bags, we are the first major pet food manufacturer to apply personalization techniques to the packing labels (including dog photo, blend name, personalized feeding instructions, product features/claims, etc.).


What were the key goals and requirements from a marketing view? From a packaging view?

Lester: Just Right represents an opportunity to invite highly involved pet owners to take a more active role in determining their dog’s nutritional composition.  By seeking and acting upon their input, we hope to develop a stronger direct relationship with individual pet owners.  The personalized packing labels provide reassurance their inputs are taken into account while also delivering a fun experience that enables them to highlight their dog on the label.



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