项目｜PROJECT：理想主义IDEAL
策略｜strategy：贱贱、子晗
设计｜Design：十三、MOMO、小桃
渲染｜3D：章吉
年份｜Year：2023
理想主义是一家以天然为基础，专注为宠物营养健康产品的品牌。在当代社会中，居民情感需求的激增掀起养宠热潮，随之快速崛起“它经济”中，宠物食品赛道成绩斐然。理想主义致力于用最好的产品为爱宠的健康保驾护航，让爱宠群体放心持久的感受养宠所带来的幸福体验。以“天然营养，理想原料”的品牌理念，产品坚持使用新鲜肉源、动物性蛋白原料，部分产品还秉承0谷物0化学着色剂0诱食剂，主打单品以全价犬猫粮、营养罐头等等。理想主义不断探索提升宠物营养的天然配方，为广大爱宠人士搭建与爱宠之间更加幸福美好的理想生活。
IDEAL is a natural-based brand that focuses on nutrition and health products for pets. In contemporary society, the surge in the emotional needs of residents has set off an upsurge in keeping pets, followed by the rapid rise of the "other economy", and the pet food track has achieved remarkable results. IDEAL is committed to using the best products to protect the health of pets, so that pet lovers can rest assured and feel the happy experience brought by raising pets. With the brand concept of "natural nutrition, ideal raw materials", the products insist on using fresh meat sources and animal protein raw materials. Some products also adhere to 0 grains, 0 chemical colorants, and 0 food attractants. cans and more. IDEAL constantly explores natural formulas to improve pet nutrition, and builds a happier and better ideal life with pets for the majority of pet lovers.
理想主义作为一个以宠物营养健康产品为主体的宠物快消品牌，急需一套全新的品牌视觉来帮助其与消费者进行沟通，让大众快速接受并认可品牌及产品。再迭代及及其内卷的宠物赛道上，品牌方还希望品牌从包装的体现上有具备一定的差异化，品牌方认为养宠物本身就是一件非常快乐幸福的事情，故产品包装并非现在市面上绝大多数数据化的视觉表现，希望从包装维度突出一种轻松和天然健康的属性。
IDEAL, as a pet fast-moving consumer brand focusing on pet nutrition and health products, urgently needs a brand-new brand vision to help it communicate with consumers, so that the public can quickly accept and recognize the brand and products. On the iterative and involuntary pet track, the brand side also hopes that the brand will have a certain degree of differentiation in terms of packaging. The brand side believes that keeping pets is a very happy and happy thing, so the product packaging is not currently on the market. Most of the data-based visual representations on the Internet hope to highlight a relaxed and natural and healthy attribute from the packaging dimension.
本次品牌设计灵感来源于猫和狗的视觉特点，猫和狗由于自身的生物属性，看到的绝大部份颜色均为蓝色、黄色及部份灰色，产品包装主色调便采用对应颜色。为了塑造品牌视觉记忆点，品牌视觉打破传统宠物品牌实拍及写实插画的表现手法，以美学做设计使用图形和色彩组合规范，更容易让人和宠物产生记忆点，并有效的形成品牌差异化。
This brand design is inspired by the visual characteristics of cats and dogs. Due to their biological attributes, most of the colors seen by cats and dogs are blue, yellow and some gray. The main color of the product packaging adopts the corresponding color . In order to create brand visual memory points, brand vision breaks away from traditional pet brand real shots and realistic illustrations, and uses aesthetics to design and use graphics and color combination specifications to make it easier for people and pets to create memory points and effectively form brand differentiation.
