CLIENT / PET VALUE / PERFORMATRIN

MY ROLE / VISUAL DESIGN

SUMMARY / I lead the website redesign for the pet food private label: Performatrin, owned by the Canadian retailer: PetValu.

PROBLEM STATEMENT

Pet Valu’s private pet food label Performatrin has three lines of products: Ultra, Prime and Naturals. The Ultra product line is PetValu’s highest price point, where its meals are derived from quality natural ingredients and promotes an active lifestyle for customer’s pets.

Pet Valu needed a redesign of Performatrin's website, beginning with its sub-brand: Ultra. The current design was out of date, and had not kept up with the evolution of the brand. The goal was to modernize the design to better align with their new product packaging, and promote their high quality ingredients to maintain Ultra’s premium brand positioning.
 

CURRENT DESIGN

Below are some examples of the current landing page designs. Currently there is a clear brand disconnect between the food packaging and the site. PetValu wanted to see closer visual alignment and have the website better reflect a premium product feel.

Taking note of Performatrin Ultra’s current branding, I introduced imagery that is both modern and high contrast, whilst still incorporating jewel tones from the current packaging for brand consistency. The new minimalist design features high contrast colors overlaid on dark backgrounds, to make their quality ingredients stand out, allowing for a more premium brand feel.

MOODBOARD

After the client had chosen the dark mode for their final website, prototyped and presented multiple options for the client and they were quite pleased with the below. 

FINAL DESIGN

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