Grow some ears and tails
PetChoy new logo and visual identity X M — N Associates
In Saigon, Vietnam, pets may get on PetChoy's tasty meal plans. PetChoy's mission is to help pet owners take better care of their pets by giving them reliable information on pet nutrition and health. PetChoy's new, improved packaging is largely responsible for the company's quick growth after M — N Associates helped them rebrand.
Our approach is a complete transformation for local pet food brands to compete with international ones in visual and content direction, and targeting new customer types like urbanist and GenZ. The new logo is a purely typographic design from TT Trailers with characteristic inktraps inspired by happy wagging tails. Combined with "pet's choice" and "pet's joy", we want to visualize the happy choice of a pet when knowing they're getting PetChoy for mealtime.
PetChoy case study, by M — N Associates
Characters and icons were utilized to differentiate between the cat and dog lines of products; specifically, the cats and dogs characters were developed with as minimal detail as possible and fitted gently inside the A's negative space. To further aid in product differentiation, a solid and easily identifiable icon set was created.
While most pet food packaging has cute animal photos, they decided to switch things up by using a typographic arrangement where “Bữa Ăn Tươi” takes center stage, sending a clear statement about what PetChoy is all about and setting it apart from the competition. With the help of the paw and the dog/cat emblem, you'll know exactly what this product is for, and the restaurant ticket design will explain for you all the meal details.
Creative Director: Duy — N, Anh Nguyễn | Content Director: Quân Nguyễn | Social Art Director: Anh Phạm | Designer: Quân Nguyễn, Anh Phạm | Web Designer: Anh Nguyễn | Producer / Project Manager: Quân Nguyễn, M — Lan | Typography: TT Trailers Petchoyby TypeType | Fragenby The Designer Foundry VT323,Nunito Google Fonts | Photography: Wing Chan (Lifestyle / Food / Portfolio) | Stylist: Meo Thùy Dương (Lifestyle / Food) | Digital Retoucher: An Nguyễn