Following a competitive pitch, Nattō was selected by Bab’in, the French premium nutrition brand for dogs and cats owned by Nasta Pet Food Group, to rethink its entire brand territory and packaging portfolio.
This collaboration marks a major milestone for Bab’in. Having recently celebrated its 50th anniversary, the brand is embarking on a transformation designed to support its growth ambitions in France and internationally.
The objective was clear: to modernise the brand’s image while preserving the fundamentals that have made it unique since 1975: recognised nutritional expertise, strong French know-how and an unwavering commitment to animal well-being.
To meet this challenge, the Nattō teams developed a more premium, appetising and expressive brand territory, designed to strengthen Bab’in’s impact on shelf and build a stronger connection with today’s pet parents.
The project focused in particular on:
- redesigning the product range architecture;
- clarifying the segmentation of the portfolio;
- making product benefits clearer and easier to understand;
- highlighting the brand’s nutritional and veterinary expertise;
- creating a warmer, more desirable and more distinctive visual universe.
Through this new identity, Bab’in is reaffirming its ambition to reshape the codes of pet food by combining expertise, pleasure and French gastronomy.
“With this new identity, we wanted to make Bab’in more visible, more expressive and more closely aligned with the expectations of today’s pet parents. While remaining true to our expertise and French roots, the brand is asserting its personality more strongly: a premium, joyful and approachable brand that puts animals at the heart of everything it does.”
Irache Martinez, CMO, Nasta Pet Food Group
With this project, Bronson is also continuing to strengthen its expertise in the pet care and pet food sectors.
About Bronson Group (2005)
Founded in 2005 by Fabien Sanz and Serge Le Clerc, Bronson Group is an independent international consulting and creative agency structured around specialist hubs dedicated to branding, packaging and content.
The Group generates annual revenue of €7.8 million.
Hubs:
FORECAST – BRONSON – CHARLES – NATTŌ – BRONSON BORDEAUX – B/PROD – BLUEBELLE – FINES GUEULES
For more than 20 years, Bronson Group has supported clients in France and internationally across design strategy, branding, packaging design, content, activation and retail deployment.
The Group’s strategic development priorities for the coming years include:
- the structural digitalisation of the Group and its client recommendations;
- the regional expansion of its offices and teams (Bordeaux, Lyon, etc.);
- the local deployment of shopper activations across key international markets (China, Japan, the United States, Vietnam and LATAM).
