ITSme Mentorship project
Chef Baddoo - Pet food delicatessen
Brand identity & Packaging
Context
Developing a brand identity and packaging system for a premium pet food line, within the ITS ME mentorship program.
Concept
Instead of the clinical, “trust-me-it’s-natural” look most pet food brands share, a character-driven identity: something a millenial owner recognizes as a friend on the shelf, not another science-forward product.
Execution
A full brand system: naming, mascot character, and illustrations designed to hold together across an entire product line, not a single package.
Target
Millenials, premium pet food owners who want their dog treated as family, not marketed to with the same “natural and clean” language as every competitor on the shelf.
