倍安聪宠物羊奶粉

Bright&Strong goat milk powder for pet

 

宠物食品市场被资本长期看好,近年的数据显示宠物的家长们给自家宠物的花销逐年快速攀升,而放眼国内市场,宠物食品行业销量的头部位置长期被国外品牌所占据。国内的宠物食品产业长期缺乏产品的标准化、品牌的辨识度、更缺乏消费者认可的形象。

倍安聪找到我们,希望为其品牌和其重点筹备的羊奶粉系列产品进行整体的设计规划,帮助其焕发生机。在设计的筹备和与客户的交流过程中,我们逐渐找到了设计的方向。我们要呈现的是一套简约、时尚、统一、有一定趣味、有辨识度,能经久不衰且能符合宠物家长们精神需要的包装设计方案。

品牌的设计,我们选择了不携带图形的简单字体LOGO,LOGO字体的设计增添了模拟猫狗爪子、尾巴、毛发等形态的细节。不影响辨识度的同时让品牌更俏皮、更具特点。

English

The pet food market has been favored by capital for a long time. Data in recent years has shown that the pet parents’ spending on their pets has risen rapidly year by year. Looking at the domestic market, the top positions of pet food industry sales has long been occupied by foreign brands. The domestic pet food industry has long lacked product standardization, brand recognition, and consumer recognition.

Bright&Strong found us and hope to make overall design planning for its brand and its goat milk powder series products to help it revitalize. In the process of design preparation and communication with customer, we gradually found the direction of the design. What we want to present is a set of packaging design solutions that are simple, stylish, unified, interesting, recognizable, enduring and which can meet the spiritual needs of pet parents.

For the design of the branding, we chose a simple font LOGO that does not carry graphics. The design of the LOGO font has been added details to simulate the shapes of cats and dogs’ paws, tails, and hair. It makes the brand more playful and characteristic without affecting the readableness.

品牌色我们选用“高纯度、低明度”的蓝色。蓝色是乳制品行业的惯用色,蓝色也代表着理性、效率、科学、安全,等;总的来说,蓝色是一种让人看了放心,容易产生信赖感的颜色。

English

We choose blue which is “high purity, low lightness” as the brand color. Blue is the most common color in the dairy industry, and blue also represents rationality, efficiency, science, safety, etc. In general, blue is a color that makes people feel at ease and is easy to produce a sense of trust.

包装盒我们优先考虑了常规的圆盒和方盒。为了适配内部长方形的小袋,肯定是是方盒优于圆盒,但我们考虑到正方形的盒子太过呆板、寻常,为了让盒型也能出彩,同时更显圆润、俏皮、可爱,我们在圆和方之间寻求解决方案。最终确定了n为2.7的圆角矩形作为盒型。效果明显比方盒更具辨识度,也更加可爱、讨喜,更迎合宠物家长们的喜好,适配内包装长方形小袋也毫无问题。

English

For the packing box, we give priority to the regular round box and square box. The square box must be better than the round box to adapt to the inner rectangular sachets. But the square box is too dull and ordinary. In order to make the box special and more round, funny and cute, we tried to find solutions between circle and square. Finally, a rounded rectangle with n=2.7 was determined as the box shape. The effect is obviously more recognizable than the square box, and it is also more cute and lovable, and it is also more suitable for pet parents’ preferences.

关于动物的表现,我们选择了介于“写实的图片”和“抽象的绘画”两者之间的表现方法,用3D建模的方式“概括且具象”地表现动物形态,概括掉动物毛发等杂乱琐碎的细节,用白色概括动物不同的颜色。整体效果实现了不同品种动物之间高度统一的视觉风格,简单、生动、更具品牌辨识度,更适合配合文案排版在包装上展示,帮助系列包装做到整体“丰富且统一”的视觉效果。

English

Regarding the representation of animals, we chose the expression method between “realistic pictures” and “abstract paintings”, which is using 3D modeling to “generally and figuratively” depict animal forms, generalizing animal hair’s messy and trivial details, summarizing the different colors of animals in all white. The overall effect achieves a highly unified visual style for different species of pet animals, which is simple, vivid, and more brand recognizable, which is more suitable to display on the packaging together with the layout of the information, and help the series packaging achieve the overall “rich and unified” visual effect.