按食出动 | 猫粮品牌设计

按食出动（ASCD）作为一个专注猫咪肠胃健康的宠物品牌，主营猫粮产品定位中高端市场。建立专家实验室团队，加入大量航天育种益生菌保证活菌量，打造更适合猫咪肠胃的猫粮。

ASCD is a pet brand focus on the gastrointestinal health of cats,whose porduct s positioned in the mid-to-high-end market. They establishes an expert laboratory team to developed the cat food with aerospace breeding probiotics which is more suitable for the cat's stomach.

当收到按食出动的合作Brief，我们了解到品牌发展进入了新的阶段。所以才会有这次从品牌视觉到包装端口全方位的视觉升级。

When we received the cooperation brief with ASCD, we learned that the brand development has entered a new stage. That's why there is the all-round visual upgrade from brand vision to packaging.

在“让宠物更健康，让人宠更和谐”的品牌价值主张之上，从“专注”到“呵护”的变化，品牌希望去强化人与宠物之间的链接，更多关注他们的情绪、体验感。

Based on the brand value proposition of "making pets healthier and making people pet more harmonious", the brand hopes to strengthen the link between people and pets by changing from "focus" to "care" and pay more attention to their emotions, sense of experience.

基于此，我们提出展现“我与猫咪的生活瞬间”为核心创意概念，希望帮助品牌逐步转型为“温暖、年轻、有趣”同时具有生活感的品牌，去打造人与宠物的理想生活状态，深层次的链接消费者与宠物。

With the brand value proposition，we propose the idea of“The life moment with cats”.Hope to help ASCD transform into a“warm、youth and funny”brand with life sense to bulid the desired status of me and my cat‘s life.

围绕核心创意概念，以猫咪真实生活状态为灵感，融合到品牌符号之中。

品牌色进行了全新调整，选择活力橘色与理性灰色这两种颜色来平衡“专业理性与生活感”。辅助色加入低饱和度的彩色为点缀，不仅可区分产品SKU，也增加视觉的活跃度。

除常规包装之外，这次也需要考虑与其他品牌联名的适配度。在“御猫说｜按食出动”联名中，提取高认知度的故宫、祥云图案，以暗纹的处理方式在包装呈现，在不抢夺ASCD的识别度的同时，去展现御猫联名的品质感。

同时也为此次打造了详情页的拍摄和设计