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For cat food brand Maowoo, DXD Studio designed the brand experience. DXD Studio is a design studio based in Shenzhen, China.
DXD partner Zhou Shengdian revealed that the goal was to combine a unique identity that could communicate with the younger generation of cat owners, with 'lifestyle aesthetics' and 'reliable scientific food'.
“Intuitively, it looks more delicious, takes the package design to the next level, and has the effect of making the canned food look more expensive,” he said of the design.
I made a giant wrapping paper with a large cat-face logo printed on it. The thick lines in the shape of a cat's face printed on the wrapping paper are intensely memorable.
This iconography is inspired by the company name.毛兀 is pronounced Maowoo in Chinese. From the name, it sounds like a cat's cry, but the shape of the letters also looks like a cat's mouth and whiskers. I guess I couldn't help but express this.
The cat's stripes are shaped and placed on the background of the wrapping paper. The size of the wrapping paper is about the size of a cat, so it feels more intuitive. There are yellow cheese, brown, and mackerel patterns. The handle feels like cat ears.
The package with handle is easy to carry. Sometimes it is difficult to distinguish pet food from human food, but at the top of the can, we use a picture of the food, not the ingredients, to help you not confuse it with other food.
It's like buying bread at a bakery. It conveys the feeling of buying a meal for a companion animal more strongly than the feeling of buying food functionally.
It is an aesthetic brand design that is intuitive and fun to look at. If you focus only on functional intuitiveness, you will print a picture of a cute cat or a picture of food ingredients on the outside of the wrapping paper. That's exactly what it is now.
'Creativity' is to deconstruct existing elements and interpret them without departing from the essence. It is a wonderful project that maximizes the enjoyable experience of watching and writing without confusing the original meaning.
The experience of buying a fun and plentiful gift for your companion animal, not inventory that you have to take care of because you have to feed it. I guess this is the power of creative design.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
