Murchello’s Premium Pet Food Line Gets a Sophisticated Redesign by Clever Branding

The pet food market is showing active growth: from 2016 to 2020, sales of ready-made pet food in Russia increased by 42.8%: from 0.84 million tons to 1.19 million tons. Even during the pandemic, this category is showing growth. Murchello, a brand of premium cat food without chemicals and preservatives, operates in this category. The brand’s positioning and metaphor are “food for people”. The brand is currently developing, so the Clever Branding team was tasked with developing a clear system for differentiating Murchello brand packaging by SKU. During this revision, it became necessary to work with the font and graphic parts of the logo so that the logo block could be better read from small packaging scales. While working on the project, we improved the logo block. We slightly reduced the s