Packaging Avant Pronaca Perros: Diseño de packaging Avant Premium para perros cachorros y senior con fotografía de producto de alta calidad. Por Tridimage
Home → FMCG Brands → Compa, Chiki, Pro-Can, Pro-Cat Care, Avant – PRONACA

Evolving a Full Pet Food Portfolio to Win Shelf Visibility

  • Imagen de la Bandera de Ecuador

Compa, Chiki, Pro-Can, Pro-Cat Care, Avant – PRONACA

1. The Challenge

Five Brands That Weren't Reflecting Their Real Value

Pronaca is Ecuador's leading food company, with a portfolio of five pet food brands spanning everything from the economy segment to premium: Compa, Chiki, Pro-Can, Pro-Cat Care, and Avant.

The biggest problem each brand faced was that its packaging wasn't communicating the products' real value or justifying their price at the point of sale. The way visual elements were arranged on the front of pack made it hard for shoppers to quickly identify which segment a product belonged to and what its value proposition was, which directly affected the purchase decision.

With so many SKUs at stake, the path forward was to clarify the portfolio architecture and simplify in order to amplify.

What we valued most about working with Tridimage is that they started from the market, not from behind a desk. They traveled to Ecuador, visited the retail channels, photographed the competition in every segment, and understood how each of our brands was performing. That made all the difference. Based on that diagnosis, they presented several possible paths: proposals with no abrupt changes for the brands with the strongest market leadership, and bolder, more disruptive ones for the newer brands. The biggest challenge was delivering a brand refresh that consumers would notice, without confusing longtime, loyal customers.
Santiago Consuegra Peláez

Santiago Consuegra Peláez Pet Business Manager at Pronaca, Ecuador

Portfolio Pronaca (vista lateral): Alineación de diversos diseños de packaging creados por Tridimage para las marcas de alimento para mascotas.
Estrategia de posicionamiento: Documentos de estrategia de branding de Tridimage mostrando pirámide de posicionamiento para marcas de pet food Pronaca.
Producción en estudio (chroma): Equipo de producción fotográfica de Tridimage utilizando fondo croma verde para capturar imágenes de mascotas.
Packaging Pro-can Pronaca : Bolsas de alimento Pro-can con diseño colorido y fotos de distintas razas de perros para cada etapa.
Manual de Marca Pro-can Pronaca : Manual de marca de Pro-can detallando el logotipo, paleta de colores y tipografía institucional. Diseño por Tridimage.
Envases de Pro-can Equilibrio para perros adultos en un entorno natural con perro jugando al aire libre.

2. The Solution

A Visual System That Brings Order Without Erasing What Was Built

The scale of the project called for a segment-by-segment strategy.

For Compa and Chiki, the work meant a deeper renewal that included evolved logos, a new visual hierarchy, and pet imagery with a stronger presence and emotional connection with shoppers. Both brands carried the Pronaca endorsement for the first time.

For Pro-Can and Pro-Cat Care, the approach centered on optimization. Each brand's distinctive assets were preserved, and the visual order of claims and descriptors was improved.

For Avant, the evolution focused on reinforcing its premium positioning, with 80% animal-based protein as the central claim and a photo shoot featuring dog breeds most representative of the segment.

The evolutionary redesign for these brands involved reducing the number of elements on the front of pack so the logo, variety descriptor, and key differentiator could be read at a glance on the shelf. Adding a resealable closure to most of the packs also introduced a functional benefit that improved the at-home user experience.

The project also included the creation of two new line extensions, Avant Gatos and Avant Veterinaria.

Compa, Chiki, Pro-Can, Pro-Cat Care, Avant – PRONACA
After
Compa, Chiki, Pro-Can, Pro-Cat Care, Avant – PRONACA
Before
Look & Feel ProCat Pronaca : Brandbook de ProCat Care con lineamientos de comunicación visual, taglines y ejemplos de aplicación. Diseño por Tridimage.
Packaging ProCat Pronaca : Envases de ProCat Care sobre fondo azul, destacando variedades de nutrición específica para gatos. Diseño por Tridimage.
Manual de Marca Avant Pronaca : Guía de identidad visual de Avant mostrando el uso del color y aplicaciones para redes sociales. Diseño por Tridimage.
Góndola Avant Pronaca : Exhibición comercial de la línea completa de productos Avant en estanterías de supermercado o retail.
Manual de Marca Avant Pronaca : Guía de identidad visual de Avant mostrando el uso de imágenes y color para beneficios funcionales. Diseño por Tridimage.
Packaging Avant Pronaca Gatos: Envases de alimento balanceado Avant para gatitos y salud urinaria junto a un gato blanco jugando.
Línea Avant Premium Pronaca : Variedad de empaques Avant Premium para distintas etapas de vida y tamaños de razas de perros.

3. The Results

A Redesign That Translated Into Real Growth

The redesign covered Pronaca's entire pet food portfolio, spanning more than 100 SKUs between the packs that were updated and the new lines created.

Early post-launch results are highly encouraging, with sustained growth across the overall portfolio and especially notable gains for Avant, the premium line.

For the company, the project proved that a well-planned redesign can be a genuine growth driver, as long as it starts from a solid diagnosis and respects the brand equity built up over the years.

We changed 100% of the portfolio, and the early results are very encouraging. The industry had been shrinking post-COVID, and we went from -5% to +3% growth as a company. For newer brands like Avant, the progress is even more notable. We're seeing double-digit growth. It's still early to draw definitive conclusions, but the trend is clear and very positive.
Santiago Consuegra Peláez

Santiago Consuegra Peláez Pet Business Manager at Pronaca, Ecuador

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