brand: RUSTICAN / RUSTICAT
Private trademark in the super premium subcategory of dog and cat food.
The project includes brand identity, packaging design of the product line
(dry dog food in bags and canned wet dog food), promotional materials
for point of sales and web design.
Brand and product communicate high-quality products from controlled and natural
farming, with high nutritional value. Core brand values: homemade, natural, energy,
health, rustic - back to the roots, quality - the highest quality ingredients.
main idea: RUSTIC AND RICH KITCHEN TABLE
The communication of rich taste and high biological value ingredients
is told through the association with preparation of fresh natural supplies
in a domestic environment - wooden desk in the countryside.
The holistic approach and wholesome nutrition of RUSTICAN dog’s food
is represented through the central composition and circular shapes.
hard work with fresh raw meat / a photographer - Maja Danica Pecanic / our models in front of the camera / design students learning on the set
Photography style - upper camera angle and modern lighting distinguish the product
at the point of sale, put emphasis on the basic motif (ingredients) and communicate
that this is a product that stands out and is different from the competition.
product line: RUSTICAN DRY AND WET DOG FOOD
The aim is to set up a different approach compared to existing products in Europe
with an emphasis on ingredients (meat, naturally food) and wood (rustic, homemade).
A combination of elements is based on a bland of traditional values and modern approach
whereby the identity presents a contemporary product of superior traditional quality.
Added functional values of the product are highlighted through the information
on the packaging - in form of pictograms and text.
point of sale: WOOD AND STRONG PACKAGING IMPACT
Strong visibility at point of sale is achieved by the use of natural materials - wood
and impact of the packaging design and colour coding.
The primary identity colors in earth tones (brown, beige) and the secondary color
scheme follow the established coding of the extensions for dog and cat food category.
The packaging design has taken into account the great importance
of highlighting the bottom and sides of the bags at the point of sale.
detail of the wooden counter at the point of sale / 12 kg packaging at the point of sale
the bottom of the 12 kg packaging on a pallet at the point of sale / the back of the 3 kg packaging
3 kg packaging on the shelf / side look of the 12 kg packaging
promoter and products at the point of sale / canned packaging for wet dog's food
detail of the back of 12 kg packaging / booklet for the point of sale
booklet: GREAT FOOD, GREAT LIFE
Promotion relies on linking the impact of the quality of food and the quality of life.
RUSTICAN dog food is presented through stories about dogs in action
and concrete benefits that this food brings to them.
web site: RUSTICAN RECIPES
Web site communicates previously mentioned brand values,
benefits for dogs and their life, quality ingredients, holistic approach
to food preparation and RUSTICAN products with all recipes in detail.
Designed in 2016
CLIENT: Pet Centar d.o.o.
DESIGN STUDIO: Design Bureau Izvorka Jurić
CREATIVE IDEA: Izvorka Jurić / ART DIRECTION, DESIGN: Izvorka Jurić / FOOD PHOTOGRAPHY: Maja Danica Pečanić /
CLIENT: Pet Centar d.o.o.
DESIGN STUDIO: Design Bureau Izvorka Jurić
CREATIVE IDEA: Izvorka Jurić / ART DIRECTION, DESIGN: Izvorka Jurić / FOOD PHOTOGRAPHY: Maja Danica Pečanić /
FOOD STYLIST: Tamara Ganoci Frisch / FOOD PHOTOGRAPHY POSTPRODUCTION: Mladen Šarić / PICTOGRAM DESIGN: Maja Šarić /
DESIGN EXECUTION: Jelena Gvozdanović, Stela Kovačić, Ivan Goran Žunar / DTP: Jelena Gvozdanović / PHOTOGRAPHY POSTPRODUCTION, DIGITAL PRESENTATION AND PRODUCT PHOTOGRAPHY: Stela Kovačić / WEB DEVELOPMENT: Matija Tolić
