SOCIAL BRAND IDENTITY
Beyond Pet Food
Social brand identity for a national dog and cat food.
Purina Beyond’s Natural Dog and Cat Food recipes are created to help your pet thrive, with purposeful ingredients and added vitamins, minerals and nutrients.
Wanting to enter the natural space as a big box retailer during a time of hesitancy, I designed a vibrant, yet transparent brand identity to evoke trust while pairing well with the multicolored product bags and purposeful ingredients in Beyond’s recipes.
Brand Identity / Social Media / Photography / Content Design
INITIAL POSTS
Real ingredients.
Every batch of Beyond’s Natural Pet Food contains high quality, natural ingredients that can be traced back to our thoughtful trusted sources. No exceptions. Because knowing where your pet’s food comes from is just as important as what’s inside.
With transparency as a key objective, I introduced raw photography of the product’s ingredients to create a high standard of quality, safety, responsibility, and trust in the product and brand.
COLLABORATION
Facebook x Neilson Program
For the Beyond Pet Food Launch, we partnered with Facebook as one of the chosen brands to pilot the Neilson Facebook Ad Program.
Designs were served to approximately 6 million Facebook users over a 30-day period, and had the highest ad recall of all the Nestle Portfolio Brands based on metric data and user experience.
IMPACT
Increased ad recall by 21%
Partnering with Facebook X Neilson Ad piloted program, we increased our ad recall by 21%, outperforming all Nestle Brands (including Breyers!)
Director of the Feed: Lisa Keller
Copywriter: Kate Erker
Community Manager: Emily Wang
NEXT STEPS
National Brand Identity.
Using data from social to identify trends and aesthetic, I was brought on to consult and assist with the National Brand Identity of Beyond.
