BrandingPackagingPhoto art directionStrategy

Projecting pet-friendly superiority

We renewed Ultima, Affinity’s super premium brand.


Case stories: Affinity. Brand manual Ultima
Case stories: Affinity. Photography Ultima
Case stories: Affinity. Cat Photography Ultima
Case stories: Affinity. Brand graphic style Ultima
Case stories: Affinity. Ultima Petfood Rebranding

Xabi Aparicio

Former Senior Global Brand Manager ULTIMA

Ultima’s repositioning was a challenge at all levels: new formulas, new communication, new packaging… for Affinity Petcare’s flagship brand, the leader in different geographies. Little Buddha did an extraordinary job renewing the logo, prioritizing the key messages and the differentiation of ranges of more than 50 references that almost 10 years later is still valid.

Case stories: Affinity. Ultima Petfood Packaging
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AFFINITY, Europe’s third largest pet food retail player, commissioned us to relaunch its super premium brand: ULTIMA.

To renew the brand image, improving its recognition and shoppability, through a better structure of the messages.

Improve ULTIMA’s branding, providing it with differentiation and uniqueness, taking into account that it often presented a brand identification problem (due to its common meaning in Spanish).

We set different priorities to work on.

On the one hand, the definition of a clear, more friendly and impactful branding for ULTIMA to be identified as a brand.

We wanted to redefine the presence of animals on the pack (the dog’s direct look and the cat’s accomplice body language) with the aim of improving the emotional bonding between the consumer and their pet.

We focused on presenting the ingredients in the most honest, natural and appetising way possible, while maintaining a self-explanatory discourse for a premium retail pack.

An intuitive premium design for a complex shelf.

We created a new brand block that improved the brand’s stand out factor by casing it in golden frames, with a softened, friendly and less scientific typography.

We established a new strategic design grid that improved the hierarchy of messages, much more coherent with the purchase decision tree and the need state in this category.

We managed to establish greater consistency across ranges and countries.

We were able to convey greater closeness to pets through a new photographic shoot session took in London.

Branding for every need state.