帕特品牌升级：宠爱野一点｜VI系统与包装设计

PARTNER

帕特

PARTNER is a brand committed to creating more natural and friendly pet food with a raw flesh formula that is close to the original ecological eating habits of dogs and cats, so as to achieve a longer companionship between humans and pets. We were hired to design a new visual identity that matches their brand image as a raw flesh specialist. The original four-character brand name was a bit difficult to pronounce, and the brand logo was too complex for efficient application and identification. As a solution, we simplified the brand logo into two distinct characters for “pat” instead of “partner”. The original packaging of the brand used wild animal pictures as the main visual content, which had formed a style impression among the users, but this impression was vague and inefficient. We believed there should be a more concise and clearcut symbol of memory. For this we introduced a green circle into the packaging system, which became a visual anchor to gather the whole picture. This circle marked with formula data, together with the green color symbolizing safety, conveys the brand message: professional, certified, and reliable.

帕特，原名帕特诺尔，以贴近犬猫原生态饮食习惯的生骨肉配方，致力于创造更天然、更友好的宠物食品，实现人宠更长久的陪伴。我们受客户委托，为其设计一套符合其生骨肉专家定位的全新视觉形象。原四字品牌名略为拗口，标识元素复杂，应用与传播都非常不便。最终我们将品牌标识简化为鲜明有力的“帕特”两个汉字。品牌原有包装以野生动物图片为视觉主体，已经在消费者心中形成了一定的风格认知。但这种认知是模糊的、不高效的。我们认为还缺少一个更凝练、更具象的记忆符号。为此我们在包装系统中引入了一个绿色圆标，成为聚拢整个画面的视觉锚点。标注了配方数据的圆标，配以代表安全的绿色，更是传达出专业认证、放心可靠的品牌语义。

CREATIVE DIRECTOR: Zhang Lianggang 张椋刚

CLIENT: Partner 帕特

PRESENTED BY: CES 创元系（原奇点传达）