the brief

Created in 2014, Ultra Premium Direct is a pioneering DNVB in petfood in France: the 1st in Direct To Consumer sold over the Internet and the 1st to offer a Grain Free range. This pioneering stance has enabled it to establish itself as a key player in the market.

Since then, the petfood sector has undergone major transformations in terms of both offerings and codes & signs: new “troublemaker” DNVB players have broken market codes, and natural and “grain free” offerings have proliferated.

As a result, the brand’s points of difference were eroded, and new insights had to be addressed: Ultra Premium Direct needed to rediscover its singularity and relevance to perpetuate its position, and even regain its lead.

We were interviewed in this context, as the brand had just rethought its positioning and was preparing to launch a new “Natural Ingredients” range.

our recommendation

Lonsdale re-imagined the packaging for the “Natural Ingredients” range, highlighting the brand’s benefits and embodying its new positioning with a distinctive iconographic approach.

Then we increased the perceived value of the brand, without losing its original accessibility as a DNVB, which has been its strength. We had to define UPD’s unique expertise, both reliable and local.

We ensured a clear presentation and offer, with easy navigation on the brand’s website. At the time of the brief, the brand had 3 different ranges and was planning the arrival of a 4th, although their role within the portfolio was not clearly defined. It was necessary to co-construct the architecture to gain strength and efficiency, but also to think about the organization of on-pack information to guarantee readability on the site.