For Beyond Regionally Sourced, provenance became the central idea—connecting high-quality protein directly to its source environments.

Building on our Purina Beyond redesign, CBA developed a rich visual narrative around each ingredient and its place of origin. Regional landscapes, maps, and topographic details create a distinctive sense of place, while graphic stamps communicate key product attributes with a more crafted, human character.

The result extends the Beyond visual language into a differentiated product line where ingredient, origin and story become one.