Where Nature Meets Innovation

Naturally Fresh pioneered walnut based cat litter, offering superior performance with a more sustainable alternative to traditional clay litter. DuPuis reimagined the identity and packaging to better communicate the brand's natural origins and superior performance.

Capabilities

PORTFOLIO ARCHITECTURE

DESIGN STRATEGY

PACKAGE DESIGN

Four colorful bags of Naturally Fresh cat litter, each with a picture of a different cat, set against a background divided into four colors: green, red, yellow, and blue.
Two bags of Naturally Fresh Walnut Shell Cat Litter, one with a blue background and one with a white background, featuring images of cats and walnuts, with product features and benefits listed on each.
An orange tabby cat sitting indoors next to a bag of Naturally Fresh walnut shell cat litter, with a green potted plant in the background.

Challenge

As a pioneer in walnut based cat litter, Naturally Fresh had built a loyal following through its superior performance and sustainable credentials. As the natural pet care category became more competitive and consumer expectations around design evolved, the brand needed to keep moving forward. Through an ongoing partnership, DuPuis has continually evolved the brand and packaging system, modernizing the core portfolio, strengthening shelf presence, and creating a scalable foundation for premium innovation and future growth.

Action Taken

DuPuis partnered with Naturally Fresh to reimagine the brand through a modern packaging system and scalable portfolio architecture that celebrated the product's natural walnut origins while elevating its premium positioning. The refreshed design strengthened the core portfolio and created a flexible framework for growth, enabling the successful launch of premium line extensions such as Naturally Fresh Harmony and paving the way for future innovations, including the upcoming Naturally Fresh Probiotic line.

Results

The refreshed identity has strengthened Naturally Fresh's position as one of the fastest growing sustainable litter brands while creating a portfolio built to support continued innovation. Naturally Fresh Harmony received Best in Show at the 2024 Global Pet Expo and earned a 2024 GDUSA American Package Design Award, reinforcing the brand's leadership in the premium natural litter category.

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