A superfood blend for your furry friend.

Beyond is a new pet food range from Purina, made using carefully selected, high quality ingredients. Purina was having trouble capturing the attention of its target consumer and retaining market share. Beyond was a reaction to an industry that is increasingly focused on health, whole foods and real ingredients. 48% of pet owners strongly prefer a pet food made from simple, natural ingredients. I lead the development of the Beyond brand for the UK market – a distinctive, confident and fresh feeling identity. I worked with illustrator and water colour maestro Leni Kauffman to bring the idea that goodness comes from nature to life.