With our lives becoming increasingly fast-paced, finding the time to give quality nutrition to our furry friends is a challenge. To save time, we often resort to canned food that is chock-full of preservatives with the hope that it will satisfy our dogs while we race through our day.
The sad truth is if we were to give the best dining experience our dogs truly deserve everyday, we wouldn’t have much time to do much else. Technological innovation, however, has made cooked and deliciously nutritious meals possible without preservatives. Say goodbye to canned food and say hello to UGO!
From the start, UGO has prided itself on the ability to not only cater to pawrents on the go (UGO is you, on the go), but also provide a doggy dining experience that takes under sixty seconds (U60) to prepare and serve. Because these two messages are integral to the UGO brand, the initial stage focused on designing a solution that would incorporate both UGO and U60 into one logo. We began with prioritising the letter ‘G’ as it was vital that supermarket shoppers read it as UGO (“you go”) which is easier to pronounce than U60 (“u-sixty”) as it has fewer syllables.
Essentially, our brief was to create a ‘6’-looking ‘G.’
Another selling point of UGO is that all its ingredients are real: every product is a mix of real meat and real vegetables – the kind that you can buy yourself at the supermarket. The UGO concept is that every pouch is a home-cooked meal that you could essentially have cooked yourself - but you didn’t have to! So, we wanted to point out the freshness of these ingredients as if they were straight from the supermarket, tacked with fruit and vegetable labels.
Iconically shaped and collectible, these stickers represented the vision for UGO freshness in a fun yet recognisable way. Additionally, stickers are easily applicable to various contexts and liven up any grid structure. They can overlap texts and function as badges to convey important information in an non-intimidating way. We also explored shapes, designing several stickers with animal silhouettes to clearly communicate the main ingredient of each pouch.
Indonesian International Pet Expo 2023
