M-N Associates delivers a packaging system fueled by the vibrant energy of pets coming together in celebration of HiRaw! chub

HiRaw! set out on a bold mission to transform the way BARF (Biologically Appropriate Raw Food) food is perceived in Vietnam. Their dedication to excellence propelled them to become a leading pet food manufacturer by incorporating advanced European technology, meticulous cold storage practices, and functional chub packaging. As HiRaw! experienced rapid growth, they faced the need for a brand overhaul. With a call for rebranding, HiRaw! tasked M-N Associates to deliver a packaging revamp for a shelf standout and a visual identity that showcased the brand's commitment to excellence.

Grounded in the creative idea of "Raw for All," the brand identity system for Hiraw is fueled by the vibrant energy of pets coming together in celebration of the exceptional HiRaw! Chub that serves as a manifestation of their love for raw food. The essence of rawness takes centre stage within the brand identity, resonating throughout the entire system, including typography, graphic elements, illustrations, and art direction for photography. This infusion of raw authenticity imbues HiRaw! with a distinctive and lively personality. The custom MN Raw font incorporates the texture and essence of mixed food, further enhancing the raw aesthetic.

Alongside MN Raw, NaN Holo Narrow and Condensed are used as complementary fonts for context display. With rectangular counters and rounded curves, this font adds a delightful touch. Its intentional mix of rounded and squared details brings surprise, character, and warmth when used. It exudes a reliable and original human touch, without overpowering the overall design. Through the brand identity system, HiRaw! encapsulates the spirit of unity and the joy that comes from nourishing pets with premium raw food. It reflects their dedication to providing a wholesome and authentic dining experience for all furry companions.

With a focus on enhancing shelf presence, the packaging is strategically divided into two panels. The front panel takes centre stage, showcasing the HiRaw! logotype in a prominent and eye-catching manner to ensure a shelf standout. While thoughtfully incorporating English and Vietnamese content in addition to humorous touches to the barcode, injecting a sense of joy, excitement, and personality into our HiRaw! pet characters.

For more information on M-N Associates’ design, visit their website or follow them on Instagram.

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