A bold brand concept for dog food that treats personality as an ingredient

Overview

MAMPFI was developed as a concept project to explore how a dog food brand can move beyond functional packaging and nutritional claims. The starting point was a simple observation. Dog food often speaks to owners, but rarely to emotion. The goal was to create a brand that feels expressive, warm and full of character, turning everyday products into moments of connection, humor and joy.

The brand identity combines bold typography, expressive illustration and a strong color system. Dogs are not treated as secondary elements, but as central personalities that shape the visual language and tone of the brand. Packaging, imagery and graphic details were designed to work together as a flexible system. From playful patterns to expressive product names, every asset contributes to a brand that feels confident, approachable and instantly recognizable.

MAMPFI resulted in a distinctive brand concept supported by a complete visual system. The project demonstrates how strong character design, cohesive packaging and emotional storytelling can transform a functional product into a brand with personality and presence.

A bold brand concept for dog food that treats personality as an ingredient

MAMPFI resulted in a distinctive brand concept supported by a complete visual system. The project demonstrates how strong character design, cohesive packaging and emotional storytelling can transform a functional product into a brand with personality and presence.

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