ADDITIONAL CONCEPTS
Fresh StepCrystals Redesign
TASK
Design a modern, updated package for Fresh Step Crystals to better compete with new offerings in the market. Feature the benefits and highlight the ease of use while keeping a clean look for this premium-priced product.
Differentiate between the base product and a new wellness product that changes color to help monitor your cat’s health.
SOLUTION
The logo and the blue background create strong brand recognition. I used the existing faceted background as an element at the top of the package. Alternatively, the wellness product has a prism effect—the prism talks to the changing color of the litter, signaling possible health concerns. I created a more modern sub-brand featuring clean type with an illustration cradled in the “Y.” Ginger, the cat, is walking into the package and would be redrawn to match the illustration style of the current cat on the pack. A window shows the product, and the benefits are illustrated with icons and consolidated into a clean copy block.
ADDITIONAL CONCEPTS
Fresh Step
Redesign Concepts
TASK
Explore compelling new designs for Fresh Step Cat Litter. Look at solutions that use the cat illustration, a part of their equity. Look at solutions featuring cat photos as well. Differentiate the base product from the Multi-cat offering and explore how to distinguish scented litter from unscented.
SOLUTION
For the design that kept the cat illustration, I increased its size and cropped the image to show her face large. It was a fresh approach and created interest by being unexpected.
I was excited about introducing cat photos on the front of the box for the other two designs. I moved to a fresher overall feel with a white background and tints of blue coming in. Sky blue and spring green have been equity colors. I looked at different ways of incorporating them into the design. On one, I showed the paw activation feature of the litter in a subtle way.
