ASPECT dog food
visual identity / packaging / promotional campaign / website
ASPECT is a brand of dog food in the Super premium category. It is a brand of functional food of the highest quality aimed at meeting all the needs of a specific breed (breed-specific food). The project includes brand design, design of the product line and packaging’s visual identity, a promotional campaign to launch a new brand, and brand website design.
The idea is based on one of the interpretations of the name ASPECT (“the way a person, place, or thing appears”), i.e., the popular saying that beauty comes from within since external beauty comes from the health of mind and body.
Thus, the design relies on close-up photographs of the dog’s hair incorporating the ASPECT brand name, highlighting the beauty of the coat as an indicator of a balanced diet and health. At the same time, photographs evoke emotions associated with primary tactile contact with your dog – running your fingers through your pet’s hair.
With this type of product, the primary information on the packaging represents the breed – a photograph of a dog’s figure or face. Due to a different approach, ASPECT products stand out on the shelf and attract attention. A palette of colors was also chosen to make a visual impact on the shelf, given the competition present. The combination of colors and the ratio of matte and gloss surfaces further communicates the premium product.
Client
- Pet Network International
Creative team
- Izvorka Jurić (creative and art direction), Izvorka Jurić, Jurica Kos, Stela Kovačić (identity and packaging design), Jurica Kos (design of promotional materials and website), Žarko Kuvalja (website frontend development), Marko Bader (website backend development), Jurica Kos (presentation photography)
Awards and honors
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published in the book The Package Design Book 7
Tachen, 2023., Germany
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published in book Pregled hrvatskog dizajna 21/22
Croatian Designers Society, 2022, Croatia
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part of “Exhibition of Croatian Design 21/22”
Croatian Designers Society, 2022, Croatia
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published on Packaging of the World
2022, Internacional
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published on World Brand Design Society
2022, Internacional
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Pentawards Bronze Award – Pet products
2021, Pentawards, Worldwide
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finalist in the “Branding” category IdejaX Best Branding & Rebranding
2021, IdejaX, Croatia