Diamond asked Woodruff to refresh their namesake pet food brand to appeal to a broader customer base while not alienating their existing loyal customers. We redesigned their packaging to resonate with a modern, younger audience while featuring the unique qualities that appealed to the existing audience.

We started by performing research with both existing and potential customers, which provided us with unique insights into pet owner purchase motivations and current perceptions of Diamond Pet Foods. These insights fueled a packaging refresh and rollout plan that would broaden the Diamond audience while allowing a seamless transition for existing customers.

The new packaging design focused on the powerful bond between pets and their people, and the universally shared moment of a pet’s look at mealtime. The emotional photography is supported by the key features and benefits that our audience values most.

We also recognized that supporting both brick and mortar and e-commerce retailers during this packaging transition would be critical. We created an all new POP kit featuring the custom photography from the packaging, as well as online transition content used by major online storefronts like Amazon as well as local retailer websites. Additionally, we purchased search ads around changing packaging and formulas to ensure information about the updates was easily accessible and accurate.

Like many packaging refresh projects, the redesigned bags had a staggered entry onto shelves, beginning in late March with the final SKU hitting the market in late June. While the full line being in market is still recent, initial sales are showing positive movement for sales in the millennial and Gen Z demographics.