海洋之星旗下宠粮品牌：简单配方，源头可溯｜包装设计

海洋之星·简迹

Furever Paws is a new pet food brand launched by Sea Fairy Group. In a highly competitive and increasingly cluttered pet food market, the brand sought to leverage Sea Fairy’s mature supply chain and build a reassuring, trustworthy brand around the principles of clean formulations and essential nutrition for pets. When we received the brief to develop the brand’s visual identity, the key challenge was how to translate the ideas of “simple formulations” and “traceable sourcing” into visual symbols that consumers could understand at a glance. We chose to present the primary protein source of each pet food product directly on the packaging through animal silhouettes, making the key ingredient immediately visible. In terms of information hierarchy, we retained only the essential nutritional parameters, reducing visual clutter and making product differences instantly recognizable. In this way, the brand’s philosophy of “simplicity” is carried through consistently across the visual system. We also observed that realistic pet photography has become the dominant and increasingly homogenized visual language in the pet food category. To differentiate Furever Paws, we developed a color strategy built around highly saturated natural tones, creating a slightly more assertive visual identity. This allows Furever Paws to stand out in a crowded retail environment and gives the brand an extra push on its journey from a new entrant to a category benchmark.

简迹是海洋之星集团推出的全新宠粮品牌。面对竞争激烈、鱼龙混杂的宠粮市场，客户想要依托海洋之星成熟的供应链，以纯净配方、保证宠物必要营养为理念，建立一个安心可靠的新品牌。 在收到这个品牌视觉构建任务的时候，如何将“简单配方、源头可溯”这一理念转化为消费者一眼可读的视觉符号，成为了我们需要攻克的关键难关。 我们将每一款宠粮的主要蛋白质原料以动物剪影的形式直接呈现在包装上，让主要成分直观可见；信息呈现上，只保留核心营养参数，实现信息减负与一眼辨识，将“简”的品牌理念贯彻在视觉中。 观察到宠粮包装市场以“写实宠物摄影”为主流的同质化现象之后，在色彩策略上，我们通过高饱和度的自然色系建立了一套稍具进攻性的色彩识别系统，帮助简迹在繁杂的货架环境中脱颖而出，为品牌从新秀到标杆之路提供多一些助力。

Client：海洋之星

Service：品牌定位／包装设计

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