Dog&Man
Brief
Today, the pet food market features numerous strong brands. The client faced the challenge of launching a new brand, "DOG&MAN," focused on functional dry dog food that would stand out from the competition.
Most competitors place canonical dog imagery at the center of their design concepts.
The specialists at Fabula Branding emphasized the relationship between the dog and its owner. The existing name already conveyed a masculine brand character, and we aimed to further develop that identity.
Decision
The concept we developed divides the packaging into two meaningful sections. The upper part features a photo of a young man with a dog, conveying genuine, partnership-based relationships built on mutual respect and equality.
Different types of foods (for bigger and smaller dogs) are illustrated by different breeds.
The lower part is filled with easily understandable infographics as well as one of the constants in our concept – attractive food styling which is unusual for this category.
To emphasize the male nature of the brand, we used black and white colours, laconic block lettering, and infographics.
