DI: What is the main principle, idea and inspiration behind your design?
AS : Pet Pet, means emphatic love for our pets. This is the driving force behind the design. The wish to show that every dog is different, every dog is loved and deserves the best treatment. Apart from the love we have for pets, we were inspired by the love they have for us. The unconditional love, and the happiness they show at every minute of the day. There is a sense of freedom when two parties love each other irrevocably and this is another feeling that inspired this work.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
AS : The work incorporates vibrant, eye-catching colors and simple graphics reminiscent of infographics, along with linear illustrations of dogs. Transparency is prioritized, with the nutrition facts table prominently displayed on the front. The logo, an illustration of a dog tag, symbolizes belonging and care. One unique detail is the paw symbol replacing the ™ symbol, signifying pet approval. The overall design creates a dynamic and postmodern brand that inspires positive emotions and a sense of freedom.
DI: What are your future plans for this award winning design?
AS : Amplifying the recognition and success of the design to help promote the brand and increase sales. This could involve showcasing the design in marketing materials, advertising campaigns, and other promotional efforts. Ultimately, the goal is to continue to support the client's marketing and branding efforts through effective and impactful design work.
DI: How long did it take you to design this particular concept?
AS : it took approximately 5 months to complete the design. During this time, there was a lot of research on the client's brand, target audience, and industry trends to ensure that the design was both visually appealing and effective in meeting the client's goals. Overall, the design process for this project was thorough and involved multiple rounds of revisions to ensure that the final product met the client's needs and exceeded their expectations.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
AS : The client asked us to come up with a complete series of dog food and treats.
DI: What made you design this particular type of work?
AS : There was a strategic decision to stand out of the competition by using something fresh. Overall, we felt that this work with its vibrant colours and intense graphics conveyed the joy and sense of freedom we intented to communicate from the start.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
AS : The idea came from a gut feeling mainly and with a little help from elements of the coffee and food packaging genre.
DI: Who is the target customer for his design?
AS : Gen Z and millennials who see their pets as members of their family and want the best for them. They are tired with ordinary brands and want a brand that they feel it understands them.
DI: What sets this design apart from other similar or resembling concepts?
AS : The elements of infographics and vibrant colours make these packs pop. They avoid the usual photo of a dog. Instead they portray different breeds of dogs without features or details. This makes dog owners picture their own dog in front of the pack.
DI: How did you come up with the name for this design? What does it mean?
AS : Though the name is straight forward, the repetition of the word "pet" creates a playful combination.
DI: Which design tools did you use when you were working on this project?
AS : Adobe Illustrator for the character designs and Adobe photoshop for the 3D modeling of the mockups.
DI: What is the most unique aspect of your design?
AS : The dog tag.
DI: What are some of the challenges you faced during the design/realization of your concept?
AS : The challenge was to create something bold and trendy using primary colours and simple graphics without making it look as if addressed to children. The result was something youthful and playful addressed to the right target group.
DI: How did you decide to submit your design to an international design competition?
AS : It was a design we all loved dearly. We thought if judges loved it the way we did, perhaps we had a chance of winning. The character of the design as well as the product is universal, therefore we knew it addressed international competitions.