A Bold Visual Identity to Reflect a Science-Driven Approach to Natural Pet Nutrition
Brand Architecture & Portfolio Strategy
Visual Identity
In a fast-evolving pet food market increasingly shaped by naturalness, safety, and a new definition of premium, Purina One sought to anticipate change and elevate its brand positioning across key European markets: France, UK, Germany, Italy, Spain, and Russia.
Lonsdale was tasked with reconciling the brand’s scientific heritage—a strong purchase driver—with the growing consumer demand for naturalness. After multiple rounds of consumer testing, we developed a new visual identity system built around a bold, charismatic brand icon inspired by the Maine Coon—symbolizing intelligence, poise, and confidence.
The new identity retains strong brand recognition while introducing more emotional storytelling, premium codes, and a cleaner, more modern design, all tailored to local constraints (formats, languages, strategies). Comprehensive brand guidelines ensure consistency and ease of rollout for local agencies.
In parallel, we adapted these new assets to Vital Balance, Purina’s premium brand for the Swiss market. By adjusting shared visual cues, we maintained brand coherence across portfolios while honoring each brand’s distinct personality.
An ambitious transformation to express Purina’s unique vision of expert-led natural nutrition.






Selected work
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Dove
Brand Management
Brand Strategy
Packaging Design
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Renault
Architectural Design
Brand Strategy
Customer Journey
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PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
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Ricard
Packaging Design
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Ferrero
Architectural Design
Customer Journey
Tertiaire
Workspace Design
-
Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
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Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
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Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
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MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
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Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Visual Identity
-
Maggi
Brand Strategy
Visual Identity
-
Tiger Beer (Heineken Group)
Brand Management
Merchandising
-
Dove
Brand Management
Brand Strategy
Packaging Design
-
Renault
Architectural Design
Brand Strategy
Customer Journey
-
PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
-
Ricard
Packaging Design
-
Ferrero
Architectural Design
Customer Journey
Tertiaire
Workspace Design
-
Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
-
Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
-
Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
-
MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
-
Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Visual Identity
-
Maggi
Brand Strategy
Visual Identity
-
Tiger Beer (Heineken Group)
Brand Management
Merchandising