CBA commissioned Steven Noble to create a series of custom illustrations for the re-design of Purina’s Beyond line of packaging. The project included creating a series of animal illustrations for all their ingredients from salmon, to chicken, and beef products in a scratchboard woodcut style. The design moves away from the more traditional approach seen on the previous packaging towards a ‘new natural’ approach to pet food, debunking competitors with fresh approaches to colour, branding and illustration. Initially being rolled out across North America, the design also increases the visibility and findability at shelf level and increases the status of the Beyond brand across price tiers.
