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.

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.

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.

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.