Passion for what’s inside: Josera’s new look

Josera has given its dry dog food range a complete makeover. In line with its motto “Making something good even better”, the brand is taking strategic steps following comprehensive international market research to better understand the evolving pet food industry, customer expectations and its own 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 modernize the product line but also to refresh the entire brand communication.

The mission

Packaging is the first point of contact with a brand, whether online or in physical retail. Today, it is 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.

Josera set out to create packaging that resonates globally, appeals to target groups at the point of sale and revitalizes the brand’s look – while proudly preserving its recognizable yellow identity rooted in tradition.

The team developed a clear, intuitive design that communicates premium quality more effectively than ever.

What’s new?

All changes compliant with FEDIAF standards

• A design that creates more emotional resonance and global consistency
• 6 new dry food products, with 11 additional items already in development
• A segmentation system based on dog size for improved shelf orientation:
  Mini for small dogs, All Sizes for all breeds and Medi/Maxi for larger breeds
• Clearer communication of each product’s unique selling points, prominently displayed on the packaging
• Josera High Protein, a product line developed specifically for dogs with higher energy needs and those requiring a greater meat content
• Josera Immune Plus, an added feature in all exclusive products
• A 3 kg pack size

What stays the same: The Quality Promise

No major recipe changes are planned – the flavor, 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 longstanding commitment to quality remains unchanged.

From announcement to first reveal

Josera started informing customers about upcoming changes in January 2025, with teaser notices on food bags, announcing that product names and packaging would be updated as part of the summer relaunch.

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

A visible success

Josera’s new look is designed to boost shelf visibility and make it easier to choose the right product, both in-store and online.

The redesign delivers on several fronts. It makes purchasing decisions easier with a clearer layout. It also reinforces brand identity and highlights key values such as quality, responsibility and digestibility. In short, the packaging now fully reflects the premium quality inside.

The response has been extremely positive from both retailers and end consumers. The Josera team has achieved strong results, showing how cross-functional collaboration, customer insights and strategic thinking can drive real impact.

Josera takes the next step

A major milestone awaits in 2025: Josera is opening its newest pet food facility in Nowy Tomyśl, Poland – one of the largest and most advanced factories of its kind in Europe.

Located beside an agricultural production site that has been operating for over 25 years, the new facility represents a significant step forward in Josera’s international expansion.

This bold move helps Josera to serve Central and Eastern European markets more efficiently while maintaining the brand’s high standards for quality pet food.

Drawing on the expertise developed at its headquarters in Kleinheubach, Germany, Josera has successfully transferred all key processes, production decisions and quality standards to the new site.

Josera’s premium promise remains unchanged, in every bowl, worldwide.