Designing a new product line and brand of treats that reconnect owners with their pets.
J.M. Smuckers reached out to IDEO with a rather fun challenge—designing a new brand platform and innovation pipeline for cat snacks. Their long-standing pet food brand, Rachel Ray Nutrish, was excited to learn more about how cat owners engage with their cats around food, and design new products and experiences that play into those special moments.
The Solution
An innovative new line of snacks that enhance those experiences in unique, playful ways. “High-Fives” solve the problem of carrying loose treats in your pocket, “Little Spoons” lets your cat enjoy their treat straight out of your hand, and “Snugs” come in a container you can keep handy in any room in the house! The key visual design challenge was respecting the existing Rachel Ray Nutrish brand language, and building on it to create a bold new product look that stands out on shelves.
My Role
Partnering with a fellow Communication Designer and an Industrial Designer, my focus was ideating and developing new product concepts, as well as designing a visual brand and packaging SKUs that align with and communicate the product experience.
