The redesign is the culmination of a two-year contract, which the agency won after a four-way pitch, and the packaging will now roll out across 11 markets.
Felix, which is owned by Nestle Purina PetCare, said Loewy had reappraised the cat food brand mascot by making the packaging convey the "colourful, mischievous personality of the brand," which it said would "bring the lovable rascal to life".
Among the changes adopted by Loewy for Felix include a smiling face and glint in his eye, and a paw print incorporated into the brand logo, which features the line "made with quality meats".
Loewy has enhanced the colour of the brand packaging, which it had combined with verbal taste cues to reinforce its claim that the product outperforms rival brands in taste tests.
Geraldine Pagneux, UK brand manager at Felix, said: "Loewy has delivered a powerful, contemporary presentation of the Felix brand that encapsulates the essence of the brand and delivers quality taste cues."
Felix enlisted direct marketing agency Geronimo to handle last year's 拢1m summer-long drive to promote its "five million cats can't be wrong" campaign.
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