“Making something good even better”

Looks fresh – tastes as good as ever: Josera has given its dry dog food range a complete makeover. In line with the motto “Making something good even better,” the brand is taking strategic steps following comprehensive international market research. The aim? To better understand the evolving pet food industry, customer expectations, and Josera’s market positioning. In 2025, the brand will relaunch its core product line – Josera Super Premium Dry Dog Food, which has remained unchanged since 2016.  

This pivotal moment presents the perfect opportunity to not only modernise the product line, but also to refresh the entire brand communication.

Packaging is the first point of contact with a brand – whether online or in physical retail. Today, it’s no longer just about visual appeal, but also about clear orientation, fast information uptake, and building trust. Josera’s new packaging design was created with these needs in mind. The focus: creating packaging that resonates globally, appeals to target groups at the point of sale, and revitalises the brand’s look, while proudly remaining the recognisable yellow brand of tradition.  

The Josera team took on this mission with the goal of developing a clear, intuitive design. The result reflects the premium quality of the contents even more effectively than before.  

That´s new:

• More emotion and a more global packaging design
• More variety and mini products: 6 new dry food products will launch initially, with 11 more already in development.
• New segmentation for better shelf orientation: Products are now categorised by dog size
• Mini for small dogs
• All Sizes for all breeds
• Medi/Maxi for larger breeds
• This segmentation makes it easier to choose the right product and expands the appeal across broader target groups.
• Clearer communication of each product’s USP – easily visible at a glance on the packaging
• All changes compliant with FEDIAF standards
• A brand-new product line: Josera High Protein – tailored to dogs with higher energy needs and those who require more meat content
• “Josera Immune Plus” – an added feature in all exclusive products
• New pack size introduced: 3 kg

There are no major changes to recipes planned – the flavour, digestibility and overall quality that customers know and trust will remain. All raw materials continue to be rigorously tested in Josera’s own accredited laboratory. Each product is developed collaboratively with vets and nutrition experts, then continuously evaluated. Finished products undergo strict quality checks before leaving the facility. This ensures that Josera’s long-standing commitment to quality remains unchanged.

Starting January 2025, teaser notices on Josera food bags began informing customers that the product names and packaging would be updated as part of the summer relaunch.  

At Zoomark 2025 in Bologna, Josera unveiled the new design to a wider industry audience. The packaging and other materials were showcased at the pet trade fair and received an overwhelmingly positive response from attendees.

Josera’s new look aims to increase shelf visibility and make choosing the right product even easier – both in-store and online. The redesign achieves multiple goals: it simplifies purchasing decisions through a clearer layout, enhances brand identity, and places key values like quality, responsibility, and digestibility front and centre. In short: the outside now perfectly matches the premium contents inside.  

And the response? Extremely positive – from both retailers and end consumers. The Josera team has delivered outstanding results, proving that cross-functional collaboration, customer insights and strategic thinking lead to powerful outcomes.

www.josera.com