SALTMINE DESIGN GROUP has worked with Nestlé Purina PetCare to redefine the brand identity of its gourmet cat food brand FANCY FEAST, and redesigned the visual identity to bring it inline with the new articulation of the brand.

The FANCY FEAST kitchen delivers chef-inspired recipes from the experts at Purina, and FANCY FEAST recognised the opportunity to differentiate themselves from their competitors by updating the look of their range to better appeal to the contemporary cat owner whose cat is their treasured companion.

Both ranges include an image of the distinctive, white FANCY FEAST cat and the use of vibrant colour banding provides effective navigation through the gourmet flavours, innovative textures and delicious recipes of the range.

Nestlé Purina PetCare’s Head of Grocery – Sales and Marketing, Nicole Battistessa,said that  SALTMINE was chosen as NPP’s  partner on the FANCY FEAST redesign journey. “They were involved from the beginning, through brand research, design, animal talent recruitment, photography, to retouching and finished artwork. We’re thrilled with the final result and believe that it will greatly help our shoppers navigate through the range whilst improving our impact at shelf,” Ms Battistessa said.

PURINA FANCY FEAST ROYALE has long been known by discerning feline owners for its gourmet flavours, finest ingredients and mouth-watering textures.

SALTMINE DESIGN GROUP was briefed to re-imagine ROYALE’s visual identity to ensure the packaging reflected its newly articulated brand archetype and the finest, human grade, delicacies inside.

New black tins feature a predominantly black label with premium gold highlights, including the royalesque crest around the ROYALE brandmark. FANCY FEAST’s disctintive white cat remains on the front of pack. The range of ten variants is easily navigated by vibrant coloured bands and multi-packs are also available.

Beverage manufacturer Frucor briefed SALTMINE DESIGN GROUP to create the visual identity and design a broad POS suite for its brand new and unashamedly manly sports drink – MAXIMUS.

The massive one litre ‘man-sized’ bottles, which contain 50% more electrolytes than the leading Australian isotonic sports drink, have the same RRP as its 600ml competitors, giving sports drink consumers more “more bottle for your bucks”.

SALTMINE was involved from the conception of this project, working with Frucor team to determine the brand identity, positioning and strategy for the new brand.  The visual identity features the bold MAXIMUS logo, with three variant names that reinforce the brute strength of the brand.

To support the launch, SALTMINE designed an extensive point-of-sale suite including modular window decals and trade presentation boxes.

“The trade response from customers has been overwhelmingly positive,” enthused Frucor Brand Manager, Andrew Fenwick.  “They recognised that MAXIMUS plugged a gap in the market, resulting in some fantastic planograms with a share of shelf that rivals the two leading sports drinks brands.”

SALTMINE DESIGN GROUP has revitalised the packaging for Nestlé Purina PetCare’s much-loved dog food brand, PURINA LUCKY DOG.

SALTMINE’S striking new design breaks traditional category conventions with the new LUCKY DOG dog photography taking up the majority of the front of pack and interacting with the brand mark.  The distinctive LUCKY DOG Border Collie and Jack Russell now engage with the shopper by looking straight at them while cheekily holding the brand logo in their bowls. Building on the brand’s Aussie heritage, the new packs will now provide the tagline ‘Wagging Since 1963’.

The LUCKY DOG brand has withstood the test of time but Purina needed to reinvigorate its packaging for future growth & longevity, while retaining its heritage and distinctly ‘proud Aussie made’ tone.

Nestlé Purina PetCare’s Head of Grocery – Sales and Marketing, Nicole Battistessa, said: “Our brief was to build on the LUCKY DOG heritage – evolving the pack design but not revolutionizing it. Packaging for pet food has become very serious, so we felt that by bringing the brand personality to life in an eye-catching way, LUCKY DOG would achieve greater stand out on shelf.  We are thrilled by the fresh, visual brand identity that SALTMINE has created and look forward to hearing the consumer response as it hits the shelves.” Ms Battistessa said.

When WILD TURKEY were preparing for global packaging changes in its glass spirit range and greater variation across its ABV levels in the RTD range, the local Campari team called on agency partner, SALTMINE DESIGN GROUP to bring a fresh look to the RTD range.

To do this, SALTMINE developed a contemporary design that built on the brand’s rich heritage through the strong use of the iconic turkey illustration on the labels, along with barrel photography on the 4-pack wraps.

Developed exclusively for the Australian market, the revamp coincided with WILD TURKEY’S ‘Give ‘em the Bird’ campaign and is set to drive the brand to new levels in Australia. Along with praise from Campari Australia’s Marketing Director, Brad Timbrell, WILD TURKEY’S legendary master distiller, Jimmy Russell, also gave the new look this thumbs up: “Even a good ‘ol boy changes his shirt every now and then, and the new RTD range represents a careful adjustment of the flavour that consumers love.”

Nestlé Purina’s super-premium grocery pet food offer, PURINA ONE, was due for a packaging face-lift to bring it inline with its new brand identity and firmly position itself as an expert and category leader in pet food.

SALTMINE DESIGN GROUP were briefed to articulate this brand identity on-pack and bring the dog and cat food offerings inline visually. The result is an eye-catching design that uses symbology to ensure PURINA ONE stands out as a category leader in both segments.

The striking vertical silver ribbon was designed to lock-up the PURINA ONE logo to highlight this leadership positioning, and works alongside horizontal colour branding for effective variant navigation on shelf, as well as engaging animal photography. In addition to the packaging design, SALTMINE also designed a point-of-sale suite to support the launch, including posters, wobblers, banners and floor media.

As one of the biggest launches of the year for The Wrigley Company this POS suite to introduce the new EXTRA ACTIVE needed to have real impact, cutting through the cluttered confectionery category with a bold message that clearly communicates the unique benefits of this exciting new product.

The tower units were fitted with battery operated LED lights that shine through the gum strips highlighting the unique Crystal Erythritol strips.

In a revolutionary category first, The Peppercorn Food Company launched new biodegradable and compostable trays into the market. To communicate this new claim, SALTMINE DESIGN GROUP was briefed to design new look labels for the range, as well as a print campaign and website to support the launch. The solution was a range of predominantly black labels that complimented the taupe trays and ensured the premium, gourmet positioning.

A ‘biodegradable and compostable’ logo was created and integrated across all branding. The website, designed and developed by Saltmine in line with the new look, was overloaded with positive comments from consumers. The results speak for themselves – with sales results showing a 12% YOY growth. “The new look labels and print campaign design by the SALTMINE has been a fantastic success. The labels tick all the boxes for communicating our health claims and our new environmental trays as well as really elevating the premium positioning of the range,” said Dean Murphy, Peppercorn Food Company.

SALTMINE DESIGN GROUP was briefed to redesign the ANGOSTURA Lemon, Lime and Bitters RTD range. To meet the objectives of contemporising the product and better positioning the brand as a premium soft drink, SALTMINE paid homage to ANGOSTURA’S heritage by bringing the visual pattern of the famous Original ANGOSTURA Bitters to the RTD range.

This brought an authentic look to the RTD, with the design featuring the signature of ANGOSTURA’S creator, as well as an image of the Original ANGOSTURA Bitters bottle on the neck. The result is a sophisticated, adult-looking soft drink that was picked up internationally.

The design was also a finalist in the beverages category at the 2011 Dieline Packaging Awards in Chicago.

In updating the WILTSHIRE EASYBAKE range of 36 skus, SALTMINE DESIGN GROUP took a masterbrand approach for the WILTSHIRE baking range, demonstrated by the strong black brand block across the top of these packs.

For this particular range modern and inviting food photography was taken to appeal to today’s aspirational home cook, giving them the confidence that they too can create these delights with WILTSHIRE.

SALTMINE DESIGN GROUP was briefed to design this new and exciting variant for the ECLIPSE range to ensure standout of this new variant whilst also highlighting the unique cooling functionality and intensity of the product.

For this, we developed a darker blue landscape contrasted with a red ECLIPSE and red bar for the “Intense” descriptor. The cooling effect was further highlighted by the ice shards and breaking of the silver behind the ECLIPSE shape.

As one of Australia’s fastest growing law firms GILBERT + TOBIN required a suite of material for their annual summer clerk recruitment drive.

This included brochures, advertisements, posters and careers fair stands for universities in both Sydney and Melbourne.

The whole suite of material really captures the difference of the GILBERT + TOBIN practice – its enthusiasm for their people and approach to the law. It includes images of their staff and an overall modern and fresh feel.

V ENERGY DRINK saw an opportunity to expand into different formats and the first product to do this was V ISOKINETIC – a 600ml drink offering energy plus hydration with, of course, V’s signature ingredient, guarana.

SALTMINE DESIGN GROUP’s hydration, and the red represents V’s active ingredient Guarana, which is consistent throughout the V brand. Fluid silver lines behind the V logo demonstrate the link to the Isokinetic branding, and the partnership of Energy + Hydration.

When WRIGLEY’S 5 GUM joined forces with 20th Century Fox’s new movie release X-Men First Class, it called on SALTMINE DESIGN GROUP to create the packaging for the new Limited Edition 5X Mutant Flavour Gum, 5X lockup which was to be used across all promotional touchpoints, and a point-of-sale suite to promote a consumer promotion.

The end result:

• Packaging that included an impactful full shrinkwrap complete with the X-Men First Class movie logo which is removed to reveal the iconic 5 GUM pack with new flavour descriptor and purple explosion
• A striking point-of-sale suite that included posters, pre-pack units and wobblers

5 GUM Brand Manager, Craig Harkness said of SALTMINE’s work: “The 5 GUM Mutant promotion has been very successful for The Wrigley Company SALTMINE have done a fantastic job of bringing the 5 GUM brand to life and intimately linking it with X-Men First Class.” Within its first month of sales 5 GUM Mutant was the no. 2 gum SKU in national grocery value sales.