Life’s good, pet food.
We're telling you because your cat already knows: Life Natural has a new look. And what does he think of it? Meow!
New positioning
New strategy
New visual identity
We started from the basic element of the visual identity with a light redesign of the logotype. We then moved on to the copy, introducing more irreverent messaging. After that we expanded the color palette and redesigned a new, playful variable-width typeface.
Imaginary dogs and cats
Among the visual languages of the brand identity are the illustrations. Irony, cunning and hyperbole are the traits interpreted through illustrator Francesca Rosafio's simple, concise style.
♡ Not your usual kitten photos ♡
The new values of authenticity, naturalness and instinct also guided the definition of the photographic style. Through Massimo Spada's lens, we tried to capture dogs and cats in their kitchen-predator instincts.
2023 © Massimo Spada
2023 © Massimo Spada
One style, many stories.
Every image
has its own story.
Defining a common tone for all the photographic images doesn't mean the photos are all the same or tell the same story. Besides the shots with the animals, we also produced a series of on-location pack shots and a series of plated pet food.
Rebranding:
a long
shared process
The rebranding process began with this input: «We'd like consumers to think of us as a brand that isn't afraid to question things that seem obvious». After a thorough analysis, we arrived at a more precise positioning and defined a strategy that was then translated into a completely new visual language.
PROJECT CREDITS
Studio Visuale × Life Natural
For Studio Visuale
Art direction by Daniele Balcon and Francesco Pia.
For Life Natural
Giulio Morelli and Gabriele Merli.
Team Studio Visuale
Creative direction: Daniele Balcon, Francesco Pia;
Graphic design: Leonardo Gava, Marta Pulin;
Strategist and copywriting: Roberto Pizzato;
Illustrations: Francesca Rosafio;
Photography: Massimo Spada;
Styling: Daniela Moioli;
Animals: Animals On Set - Agenzia di Animali Attori.
