This was a really fascinating branding puzzle. A local pet food brand, Mimil, known for its affordable products, wanted to enter the premium market. I was tasked with creating a new packaging identity for their high-end line,
"Pure Breed," that could instantly signal a major step up in quality.
"Pure Breed," that could instantly signal a major step up in quality.
The core challenge was to completely shift customer perception. We needed to take a brand that people saw as budget-friendly and create a look that could compete on the shelf with established, premium pet food. The design had to feel sophisticated, trustworthy, and clearly communicate the product's key selling points—like high protein content and joint support—without looking cluttered. Instead of just one path, I developed three distinct visual directions to show them different ways we could solve that problem.
Concept 1:
The "Lifestyle" Approach.
The first option, with the dog running in a field against a bright blue background, was all about energy and vitality. I wanted it to feel less like a static product and more like a lifestyle brand for active, healthy dogs. It’s clean, optimistic, and focuses on the outcome of good nutrition.
Concept 2:
The "Studio" Approach.
The black-and-white option was my take on a more classic, premium look. By stripping away the color, all the focus goes to the beautiful photography of the dog. It creates a bold, almost high-fashion feel that would really stand out. It’s a quieter, more confident kind of luxury.
Concept 3:
The "Richness" Approach.
For the third concept, I used those deep, rich background colors—the dark blues and warm browns. This was meant to convey the richness of the ingredients and the depth of the flavor. It feels more serious and epic, positioning the product as a top-tier, nutrient-dense choice.
Even though the client decided to go in a different direction in the end, I’m still incredibly proud of the work on this project. It was a great exercise in exploring the different ways you can communicate "premium." It showed me how a single brief can lead to three unique, valid solutions, each telling a slightly different story.
