Premix packaging line

Trouw Nutrition is a world leader in pet food and nutritional consulting. For almost 90 years, it has been producing and supplying vitamin premixes and feed additives to thousands of farms on several continents. As part of the continuous development and adjustment of its offer to the market needs, a decision was made to develop a new sales strategy and refresh the image of the three most recognizable products from the Trouw Nutrition portfolio – Lidermix, Hendrix and Polfamix. Our agency was chosen to perform this task.

Each product can be distinguished on three levels:
– brand (Hendrix, Lidermix, Polfamix),
– category (regular or premium)
– intended use (for poultry, cattle, pigs, etc.).

In addition to refreshing the graphics of packaging and brand signs, our task was to show all the above elements so that the product was easily recognizable – regardless of its position and place.

We started with redesigning the brand logos. Based on the trademark of the Hendrix line, which already exists on many international markets, the Polfamix and Lidermix trademarks have been developed. All products were to create one, coherent graphic line, in line with the new communication strategy of Trouw Nutrition.

The next step is coloring. To make product identification easier, three groups of color codes have been created, visible on each side of the packaging:
Red or green, which, together with the logo, identify the brand of the product.
Black or blue-green define the category – standard or premium.
Yellow, pink, blue, green and brown show the purpose of the product – for poultry, cattle, pigs or other animals.

Additionally, the designs incorporate the corporate colors of Trouw Nutriton – navy blue and green – known from the company’s logo and recognized by the target group of products.

Then, we developed a clear, intuitive packaging grid that facilitates product identification.

In total, we have designed 6 versions of packaging for the Lidermix and Hendrix lines and over 20 for the Polfamix series.

Before the works commenced, the agency recognized the client’s needs during the workshops, got to know the production process in Trouw Nutrition plants and identified the key factors for production that had to be taken into account in the design process.

The concept was created by Katarzyna Łoboda-Karki – a graphic designer of Lotna. Anita Kamila Sochacka – managing director of the agency was responsible for the coordination and contact with the client, and the technical coordination was performed by Piotr Flis – executive director.

Visual identity: Katarzyna Łoboda-Karki
Coordination and client service: Anita Kamila Sochacka
Technical coordination: Piotr Flis

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