Nero Gold

Nero Gold is a Dutch premium pet food brand with an established presence in the wet food category, offering canned recipes for cats and dogs across a wide range of flavours.

The project focused on refreshing the packaging design and logotype to better reflect the quality of the product and strengthen the brand’s shelf presence in a competitive retail environment.

Nero Gold already had recognition and an existing customer base, which meant the task was not to reinvent the brand from scratch, but to evolve it carefully. The visual identity needed to feel more current, premium, and commercially effective without losing the familiarity and trust the brand had already built over time.

The packaging also had to work harder on shelf. In a crowded category where products are often differentiated in seconds, the design needed to improve clarity, strengthen flavour navigation, and create a more cohesive and elevated presence across the full range.

The redesign introduced a clearer packaging structure built around a strong visual hierarchy. The upper half of each can was dedicated to large, full-bleed animal photography, giving the product more emotional presence and helping the packaging feel warmer and more premium. The lower half carried the flavour colour, logotype, and essential product information in a cleaner and more controlled composition.

This two-part system made the range easier to navigate while also giving the packaging a more contemporary rhythm. It brought consistency across SKUs without making the line feel repetitive or flat.

Colour became a key navigation tool within the range. Each flavour was assigned a distinct tone, helping customers identify products more quickly while giving the full assortment a stronger visual impact when displayed together.

A refined icon system was introduced to support flavour and protein communication at a glance. These details helped simplify the front-of-pack experience and added structure without overwhelming the design.

The logotype was updated with a lighter, more modern touch while preserving the authority of the original brand. Rather than replacing its character, the refresh clarified and refined it — making the mark feel cleaner, more premium, and more adaptable to a contemporary packaging system.

The redesign gave Nero Gold a more polished and competitive identity while maintaining the trust and recognisability already associated with the brand. The refreshed packaging system improved shelf presence, brought stronger consistency across the range, and helped align the visual language with the premium quality of the product inside.

Sonya Mudvex | Art Direction, Designer
Alina Sultanova | Desinger