Purina Beyond was an established leader in natural pet food, but as the category became increasingly competitive—and competitors began adopting its visual codes—the result was a sea of sameness at shelf.

CBA evolved the brand to reclaim its distinction and leadership, amplifying Beyond’s strongest equities while creating a bolder, more intuitive visual language across the portfolio.

Our signature scraper-board illustrations were crafted into proprietary brand assets, activated with vibrant color and expressive brush strokes alongside cuisine-standard ingredient photography. Distinctive pack architectures improve navigation, while product platforms take on a bolder headline role to connect consumers with specific dietary needs.

Ingredient hallmarks reinforce Beyond’s commitment to clarity and transparency, while typography, iconography, color and texture bring a more contemporary spirit to the brand.

Even the back of pack was designed with the same saliency and impact as the front, with a newly crafted “bookmark” providing a quick checklist of facts to reassure even the most discerning pet owners.

A game changer for the natural pet food category—and a true labour of love for our design team.