CLIENT: 尾巴生活®
YEAR: 2026
这次的产品的包装是一个大纸盒搭配三个独立自立袋，对应两款全价主食冻干：鸡肉巴西莓配方「小紫砖」和鸡肉鱼油配方「小金砖」。设计的出发点很直接：在货架上能被看见。
我们用纯直觉型的色彩搭配。 黄色——鱼油，紫色——巴西莓。不需要文字解释，消费者扫一眼就能把颜色和产品内容物关联起来。两种颜色各自独立且互补，放在一起不会互相打架，反而形成系列感。英文字体的视觉是比较“用力”的地方。 主画面用大号的手写感英文字体“Açaí”和“Salmon Oil”，这么做不只是为了装洋气，猫用产品在宠物食品货架上太容易被淹没。一个干净的大英文能制造停顿感——让路过的人先停一下，再看细节。手写字体会比标准的无衬线体多了点温度和亲切感。正面用了拍摄的冻干颗粒本身、三文鱼油颗粒、巴西莓果干的真实样子，保留食材原本的肌理和光泽。希望消费者看到时会下意识联想到“真材实料”，而不是“AI生成的设计素材”。
整体调性上，我们希望这个包装是“开口但不大喊”的。 色彩够醒目，英文够大，但图形和排版足够克制——没有爆炸式的促销标签，没有夸张的形容词。它像一个自信的产品：站在货架上，你就知道它想说什么，也相信你能听得懂。
我们用纯直觉型的色彩搭配。 黄色——鱼油，紫色——巴西莓。不需要文字解释，消费者扫一眼就能把颜色和产品内容物关联起来。两种颜色各自独立且互补，放在一起不会互相打架，反而形成系列感。英文字体的视觉是比较“用力”的地方。 主画面用大号的手写感英文字体“Açaí”和“Salmon Oil”，这么做不只是为了装洋气，猫用产品在宠物食品货架上太容易被淹没。一个干净的大英文能制造停顿感——让路过的人先停一下，再看细节。手写字体会比标准的无衬线体多了点温度和亲切感。正面用了拍摄的冻干颗粒本身、三文鱼油颗粒、巴西莓果干的真实样子，保留食材原本的肌理和光泽。希望消费者看到时会下意识联想到“真材实料”，而不是“AI生成的设计素材”。
整体调性上，我们希望这个包装是“开口但不大喊”的。 色彩够醒目，英文够大，但图形和排版足够克制——没有爆炸式的促销标签，没有夸张的形容词。它像一个自信的产品：站在货架上，你就知道它想说什么，也相信你能听得懂。
For this product, the packaging consists of a large outer cardboard box together with three‑stand‑alone pouches, covering two varieties of complete‑diet main‑food freeze‑dried cat food: the Chicken‑Acai formula “Little Purple Brick” and the Chicken‑Fish‑Oil formula “Little Gold Brick”.
The core design objective is straightforward: to stand out on retail shelves. We adopted an intuitive colour‑coding system. Yellow stands for fish oil, and purple for acai berries. No written explanation is needed; shoppers can instantly link each colour to its corresponding ingredient at a glance. The two hues are distinct yet complementary. Rather than clashing, they reinforce a cohesive family‑line aesthetic.
The English typography is a deliberate focal point. Large hand‑style script fonts for Açaí and Salmon Oil dominate the main visual. This choice is not merely for stylistic flair. Pet‑food shelves are densely crowded, and cat‑food products easily get lost among competitors. Bold, clean large‑format English lettering creates a visual pause — catching passers‑by before they read finer details. Compared with neutral sans‑serif fonts, hand‑rendered typography brings warmth and approachability.
The front panel features real‑world photography of freeze‑dried kibbles, salmon‑oil beads and dried acai berries, preserving the natural texture and sheen of raw ingredients. The goal is to trigger an immediate perception of genuine, high‑quality materials, rather than giving the impression of AI‑generated stock graphics.
Overall, the packaging strikes a tone of “assertive without shouting”. Colours are eye‑catching, English lettering is prominent, yet illustrations and layout remain restrained. There are no garish promotional badges or over‑the‑top marketing buzzwords. It embodies the confidence of a well‑made product: on the shelf, its message is clear, trusting consumers to understand it intuitively.
The core design objective is straightforward: to stand out on retail shelves. We adopted an intuitive colour‑coding system. Yellow stands for fish oil, and purple for acai berries. No written explanation is needed; shoppers can instantly link each colour to its corresponding ingredient at a glance. The two hues are distinct yet complementary. Rather than clashing, they reinforce a cohesive family‑line aesthetic.
The English typography is a deliberate focal point. Large hand‑style script fonts for Açaí and Salmon Oil dominate the main visual. This choice is not merely for stylistic flair. Pet‑food shelves are densely crowded, and cat‑food products easily get lost among competitors. Bold, clean large‑format English lettering creates a visual pause — catching passers‑by before they read finer details. Compared with neutral sans‑serif fonts, hand‑rendered typography brings warmth and approachability.
The front panel features real‑world photography of freeze‑dried kibbles, salmon‑oil beads and dried acai berries, preserving the natural texture and sheen of raw ingredients. The goal is to trigger an immediate perception of genuine, high‑quality materials, rather than giving the impression of AI‑generated stock graphics.
Overall, the packaging strikes a tone of “assertive without shouting”. Colours are eye‑catching, English lettering is prominent, yet illustrations and layout remain restrained. There are no garish promotional badges or over‑the‑top marketing buzzwords. It embodies the confidence of a well‑made product: on the shelf, its message is clear, trusting consumers to understand it intuitively.