Packaging design restyle Beaphar Care+
2025 – Mid 2025, during my time as Global Brand & Marketing Manager, I worked intensively with multiple departments within Beaphar on the restyle of our super-premium pet food line, Beaphar Care+ (for rabbits – junior/adult/senior, guinea pigs, rats, gerbils, mice, dwarf hamsters, chinchillas, and degus).
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A Fresh Packaging Design
I worked hands-on with the team on this packaging design restyle, applying my expertise in creative direction, concept creation and leading our in-house design agency.
Beyond the fresh new look, we optimized the assortment with updated packaging formats and added additional languages. Our in-house design team delivered an outstanding performance, translating the design into more than 30 language versions and SKUs, expanding the commercial opportunities and possible sales markets for this range. Product photography was executed in-house, resulting in hyper-realistic visuals that elevate the premium positioning of Care+.
We focused strongly on improving shelf presence in stores and clarifying the product’s unique selling points (USPs) directly on the packaging. Naturally, the new design fully aligns with Beaphar’s updated corporate identity and slogan: “Because pets are family too.”
Creative Concept for International Go-to-Market
Together with our agency June20, we came up with the concept for this range: ‘Treat your pet to the perfect meal’ and collaborated with Greg Smolders to produce a powerful advertising image that highlights the bond between families and their pets.
Based on this creative concept, we developed a comprehensive marketing toolkit to strengthen sell-in efforts. This toolkit included (amongst others):
Shelf barkers
Ecommerce assets for marketplaces
Display banners
Social media materials
With these assets, Beaphar’s local marketing teams can now build tailored go-to-market strategies for their regional markets.
A Successful Project with Positive Market Impact
The packaging restyle has already received positive feedback from both B2B resellers and B2C customers, confirming the project’s success. The new design not only enhances brand consistency but also strengthens Beaphar’s premium positioning in the pet care sector.
“We are proud of the entire commercial team that contributed to this transformation. The Care+ packaging restyle is a milestone in Beaphar’s journey to deliver transparent, premium, accessible pet care worldwide.”
Market Rollout
Curious about our Care+ food for your own rabbits or small pets? The new packaging will gradually appear in pet stores during the second half of 2025.
Lead in-house design & creative direction: Marlies Nijmeijer
Packaging design: June20
Photography: Greg Smolders
