A Bold Visual Identity to Reflect a Science-Driven Approach to Natural Pet Nutrition

Consumer Branding

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

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study
  • Dove

    Brand Management

    Brand Strategy

    Packaging Design

    View case study
  • Renault

    Architectural Design

    Brand Strategy

    Customer Journey

    View case study
  • PrestaShop

    Brand Platform

    Brand Territory

    Digital

    Tone of Voice

    Visual Identity

    View case study
  • Ricard

    Packaging Design

    View case study
  • Ferrero

    Architectural Design

    Customer Journey

    Tertiaire

    Workspace Design

    View case study
  • Sanofi

    Annual and Sustainability Reporting

    Brand Platform

    Corporate Communications

    Social Media and Content

    View case study
  • Clarins

    Customer Journey

    Digital

    Merchandising

    Signage and Environment Design

    View case study
  • Rexel

    Brand Architecture & Portfolio Strategy

    Brand Management

    Brand Platform

    Brand Positioning

    Corporate Communications

    Digital

    Social Media and Content

    Tone of Voice

    Visual Identity

    View case study
  • MAIF

    Architectural Design

    Business Design

    Customer Journey

    Signage and Environment Design

    View case study
  • Santé Verte

    Brand Architecture & Portfolio Strategy

    Brand Positioning

    Brand Territory

    Visual Identity

    View case study
  • Maggi

    Brand Strategy

    Visual Identity

    View case study
  • Tiger Beer (Heineken Group)

    Brand Management

    Merchandising

    View case study
  • Dove

    Brand Management

    Brand Strategy

    Packaging Design

    View case study
  • Renault

    Architectural Design

    Brand Strategy

    Customer Journey

    View case study
  • PrestaShop

    Brand Platform

    Brand Territory

    Digital

    Tone of Voice

    Visual Identity

    View case study
  • Ricard

    Packaging Design

    View case study
  • Ferrero

    Architectural Design

    Customer Journey

    Tertiaire

    Workspace Design

    View case study
  • Sanofi

    Annual and Sustainability Reporting

    Brand Platform

    Corporate Communications

    Social Media and Content

    View case study
  • Clarins

    Customer Journey

    Digital

    Merchandising

    Signage and Environment Design

    View case study
  • Rexel

    Brand Architecture & Portfolio Strategy

    Brand Management

    Brand Platform

    Brand Positioning

    Corporate Communications

    Digital

    Social Media and Content

    Tone of Voice

    Visual Identity

    View case study
  • MAIF

    Architectural Design

    Business Design

    Customer Journey

    Signage and Environment Design

    View case study
  • Santé Verte

    Brand Architecture & Portfolio Strategy

    Brand Positioning

    Brand Territory

    Visual Identity

    View case study
  • Maggi

    Brand Strategy

    Visual Identity

    View case study
  • Tiger Beer (Heineken Group)

    Brand Management

    Merchandising

    View case study