Employer: Petgood Role: Graphic Designer & Packaging Designer
About the company: Swedish Petgood is a leader in the pet food market with its insect-based premium food for dogs and cats. The company aims to transform the global pet food industry to be more transparent, healthy, and sustainable. Visit www.petgood.com.
Challenge: The concept of using insects as food for animals and humans often faces prejudices and preconceptions, especially in the Western world. Petgood's challenge has primarily been to educate and challenge norms in the pet food market through it's brand and innovative products. Simultaneously, it aims to portray a high-quality premium product developed in Sweden.
Goal: The rebranding aimed to clarify Petgood's positioning in the market, addressing previous customer confusion about the type of product the company offers and its benefits. The design and product not only needed to stand out from competitors but also convey the company's commitment to health, sustainability, research, and innovation. Given Petgood's early establishment in the market, retaining some recognition from the previous identity was crucial to avoid losing customers.
The biggest challenge was to clearly convey that the products are insect-based. There was a risk that pictures of insects could be perceived as unappetizing, while illustrations might feel too ambiguous and childish. The solution was to employ typographic hierarchy where the word "insect" is always displayed prominently, often in combination with an icon of a larva. The larva icon is now trademarked by Petgood and is intended to always be associated with insects and Petgood.
Process: Through market research and analysis of the target audience's needs and behavior patterns, insights were gained into how to satisfy Petgood's customers while differentiating ourselves from competitors. Based on the data, I developed concepts that were refined in workshops with the team. I also utilized various AI tools to explore innovative visual expressions.
The refined concepts were translated into prototypes that underwent internal testing and external evaluation by the target audience. This approach aimed to gather diverse perspectives. The feedback obtained facilitated the iteration towards an identity and packaging design focused on a sustainable, long-term brand experience.
Results & Success: Shaping and managing Petgood's brand from idea to launch has not only resulted in an appealing visual expression and clearer market positioning but also increased trust and credibility for the company. This is evident through positive feedback from customers, investors, and international markets following the launch of the new identity. It's also reflected in the recently launched products, which have become bestsellers and favorites among both customers and retailers.
I take immense pride in my role as a key player in shaping a brand that fulfills needs and promotes long-term sustainability for both pets and the planet.
Techniques: Re-branding, Brand Identity, Conceptualization, Trend Analysis, Prototyping, User-Centered Design, Packaging Design, Print Design, Generative AI, Visual Communication, Graphic Profiling.
