DogChow package redesign | Ligia Camolesi

dogchow
packaging

The aim of this project was to create a new packaging for the Purina DogChow snack brand, making the product's high quality and superiority over competitors more evident , due to its healthy attributes.

In addition, we should make the packaging more modern and attractive to the consumer, conveying the affection and fun that are present in DogChow's snacks. Thus, we thought of a project that would bring illustration as a way to demonstrate all these qualities.

2018-1

Academic project

Double

Partnership:

Ana Flávia de Oliveira

Worked areas:

Packing design

Illustration

Outstanding project:

This project was chosen along with 4 others in the room to be presented at Nestlé's office in São Paulo.

MOODBOARD
We chose three keywords that represented what the new packaging should convey: health, fun and family. On this basis we built our moodboard.

WATERCOLOR ILLUSTRATION
To bring greater differentiation over competitors, who mainly use photography in their packaging, we chose to use the watercolor illustration.

In addition to highlighting the packaging on the gondola, the watercolor conveys the affection of something made by hand, with care.

GRAPHIC PROJECT
We also created four small icons representing the benefits of the snack, highlighted on the front panel of the packaging, focusing on the healthy attributes of the product.

We also made a handlettering for the brand Carinhos, harmonizing with the handmade characteristic of the project.