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
VISUAL IDENTITY
PACKAGE DESIGN
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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