Agency: M — N Associates
Creative Director: Duy — N
Creative Director: Anh Nguyen
Content Director: Quan Nguyen
Social Art Director: Anh Pham
Designer: Quan Nguyen, Anh Pham
Producer / Project Manager: Quan Nguyen, M — Lan
Photography: Wing Chan
Retoucher: An Nguyen
Location: Vietnam
Project Type: Produced
Client: PetChoy
Product Launch Location: Vietnam
Packaging Contents: Pate, Wet food, Pet food
Packaging Substrate / Materials: Paper, Cardboard, Plastic
Printing Process: Offset printing

PetChoy provides delicious meal plans for cats and dogs in Saigon, Vietnam. Founders think pets should be served as their owners. PetChoy aims to educate and empower the pet-loving community with an accurate and comprehensive understanding of pets’ nutrition and health. Since rebranding, PetChoy has been grown quickly with completely outstanding packaging on shelves.

Our approach is a complete transformation for local pet food brands to compete with international ones in visual and content direction, and targeting new customer types like urbanist and GenZ.

The new logo is a purely typographic design from TT Trailers with characteristic inktraps inspired by happy wagging tails. Combined with “pet’s choice” and “pet’s joy”, we want to visualize the happy choice of a pet when knowing they’re getting PetChoy for mealtime.

Color Palette
Inspired by core ingredient colors: seafood, meat, chickens, and vegetables.

Characters & Icons
To define from the cat and dog product line, we designed cat and dog characters minimally and brought them subtly into letter A’s negative space. Also, the icon set was designed solid and recognizable to easily differentiate between products.

Taking PetChoy from a blank generic brand, TT Trailers was chosen by its great fitted personality, through inktrap, funky narrow shape design. Working closely with TypeType, we developed into TT Trailers Petchoy with happy tail-and-ear-inspired Vietnamese diacritical details. This approach brought more fun, exciting characteristics, and bold statements to distinguish the brand from the market.

Pairing with Fragen Italic for sub-headlines, VT323 for menu description, and Nunito for body content, the new font systematic approach elevated health and flavor strategy for PetChoy as customers expect.

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