FRIENDZO
— DOG FOOD
- Trademark development
- Creating illustrations and characters
- Design of one style-defining package and ten standard packages in a series.
HOLISTIC FOOD (Belarus) 2026
A new brand with the memorable and friendly name FRIENDZO was developed for a Belarusian pet food manufacturer. The project included the development of a trademark design and a series of packaging. This product is marketed as a complete wet meat food with vegetables and phytonutrients for dogs of all ages and breeds. This holistic food is packaged in heat-resistant doypack bags weighing 90, 230, and 410 grams. The first line for dogs includes seven different varieties based on turkey, duck, beef, and venison.
The main advantage of this pet food is its high meat content (at least 90%) combined with vegetables. The packaging was designed to clearly highlight all the product's benefits and communicate them to customers. A distinctive feature of the project was the use of artificial intelligence to create images of cheerful animals on the front of the package, as well as scenes of these pets in the arms of their caring owners on the back.
The project's primary objective was to create a contemporary design that would adequately present a premium product and clearly position it in the premium segment. A striking visual solution was the combination of matte and glossy surfaces with fragmented foil printing, which serves as the base for the multilayer packaging. The play of light on the shiny elements makes the packaging more expressive and original, and for easy navigation, products are divided into distinctive colors against a dominant dark graphite background, uniting all the brand's SKUs into a single, recognizable series.
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