OVERVIEW
Crazy Dog proudly holds the distinction of being China's premier pet food brand. In our quest to address the challenges posed by traditional package systems, we took a fresh approach by directly translating the functional features of the dog food into flat graphic elements applied to the packaging design. Additionally, we conducted visual and packaging material gradation for three different product grades and various categories. This innovative design has given the new Crazy Dog brand a unique and refined identity, featuring intuitive graphics and a vibrant array of primary colors that perfectly complement our motto, 'Crazy for every moment with you'.
BRAND ESSENCE
Through interviews with internal employees and CEO, we define the core brand essence of Crazy Dog as the following three and deliver it through consistent brand identity.
Color System
We developed a color system based on various colors based on the main color, yellow.
The wide-spectrum color palette allows you to express various elements effectively and intuitively.
Symbol
We created a new symbol by inheriting the shape of the French bulldog, which was the main character of the existing Crazydog. By testing various shapes and details, it has developed into a symbol that best matches and can be utilized well with Crazy Dog.
