Case Study: Purina accelerates Tidy Cats Breeze’s growth with Vermilion’s brand and packaging redesign

Purina redesigns 29 SKUs with vermilion for a premium Breeze launch

The customer Purina faced a challenge in accelerating its Tidy Cats Breeze® business. The product's innovative litter system was undersold by its existing packaging, which failed to communicate how different it was from traditional offerings. The vendor Vermilion was engaged for CPG packaging design and brand strategy.

Vermilion reimagined the brand with a modern, lifestyle-driven design, overhauling the full packaging portfolio of 29 SKUs. The new design improved shopability and brand cohesion at shelf. The rebrand was quickly successful, resulting in a national endcap launch at PetSmart. Vermilion also provided strategic support to extend the new positioning into campaign and digital assets.

Purina