M — N Associates: PetChoy Rebrand

PetChoy

For Every Joyful Pet's Choice

Pet Food

— 2021

Overview

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 growing 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 target new customer types like urbanist and GenZ.

petchoy.com

Logo

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.

Minimalist split-color graphic featuring illustrated dog and cat character outlines for PetChoy.

Colorful icon grid displaying cute food and animal graphics created for PetChoy.

Typography

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.

Detailed character set grid showing custom Vietnamese diacritic glyphs and typography for PetChoy.

Bold typographic composition featuring custom oversized letterforms for PetChoy.

Editorial layout detailing customer testimonials and expert pet care advice for PetChoy.

Tasty Bites, Paw-some Delights

The main pate product’s name (wet food) is changed from “Thức Ăn Tươi” (Freshly-made food) to “Bữa Ăn Tươi” (Freshly-made meals) strategically to push brand vibe further into restaurant feel, making customer and their pet feeling more well-treated than feeling buying nutrition food.

Restaurant Ticket

The menu receipt for each flavor was designed as a high-end restaurant ticket combined with the usages of paws to hint at pet-wanted delicious food. This represents the meaning of high-quality, nutritious, well-prepared meals ready for every beloved pet.

Packaging

In contrast with the usual market standard, we took the packaging to a typographic-based layout that “Bữa Ăn Tươi” becomes the main element, giving a strong message to define the product and distinguish PetChoy on shelves with others that use pet images. The paw and the dog/cat icon will describe what the product is for, complementing with restaurant ticket gives full information about the meal.

Pink marketing graphic featuring fresh meal pouches and playful typography for PetChoy.

Yellow background panel featuring bold graphic layouts and typography for PetChoy.

Teal branding poster showcasing playful typography and visual identity elements for PetChoy.

Pink promotional banner featuring bold typography and clean branding elements for PetChoy.

Backside is usage instruction that provides steps of changing from old food, caution, storage instruction, and contact / social information of the brand.

Pink menu banner highlighting gourmet pet food options and recipes for PetChoy.

Teal informational graphic panel detailing pet nutrition guides for PetChoy.

Flat lay of colorful pet food pouches and meal packs arranged on a surface for PetChoy.

Stacked collection of colorful, book-style product packaging boxes for PetChoy.

Imagery

Providing the essence of authentic selected raw materials and joyful moments of PetChoy customers, and completing the brand vibe, we partnered with Wing Chan & Thùy Dương for material styling and lifestyle imagery.

Dog happily enjoying fresh food ingredients during a promotional shoot for PetChoy.

Tabby cat looking directly at the camera with bright, attentive eyes for PetChoy.

Adorable white Pomeranian dog wearing a tiny bow tie for PetChoy.

Fluffy grey cat resting against a neutral background during a shoot for PetChoy.

Close-up of a fluffy cat's face highlighting soft textures and calm demeanor for PetChoy.

Playful interaction showing human hands giving a high-five to a pet for PetChoy.

Black-and-white tuxedo cat looking curiously toward the camera for PetChoy.

Happy corgi smiling broadly in a clean studio environment for PetChoy.

Minimalist product packaging boxes featuring clean typography and branding for PetChoy.

Fluffy Pomeranian dog resting comfortably on a soft surface for PetChoy.

Two adorable small dogs posing together in a bright studio setting for PetChoy.

Charming grey-and-white Scottish Fold cat looking intently at the camera for PetChoy.

Cute terrier mix dog posing calmly against a clean studio background for PetChoy.

Close-up portrait of a dark Scottish Fold cat showcasing its expressive face for PetChoy.

Fluffy dog licking its nose happily during a studio photography session for PetChoy.

Adorable corgi dog sitting next to branded packaging boxes and products for PetChoy.

Website

Together with Haravan, we built a complete custom template for the online store following PetChoy branding style, making this become an easy shopping experience for pet owners, especially during the lockdown.