CLIENT: 喵铮铮®
YEAR: 2024
「猫爱吃鲜肉，好猫粮的鲜肉含量高」
喵铮铮®「高鲜肉」猫粮的产品初衷，就是基于这个简单直白，又精准的用户需求。「高鲜肉」既是这个产品的本质竞争力，也是最希望被用户第一眼接收到的卖点信息。
而「高鲜肉」是一个非常硬核（换句话说，跟美感和调性或者审美趣味没多大关系）的产品表达，而当它必须是包装上的最大文字时，如何把包装设计得“好看”、“年轻”以及“有吸引力”，就成了DXD 应该面对的挑战。
"Cats love fresh meat, and good cat food has a high content of fresh meat."
The product concept of this "high fresh meat" cat food is based on this straightforward and precise consumer need. "High fresh meat" is not only the core competitive advantage of this product but also the key selling point that the brand hopes to convey to consumers at first glance.
However, "high fresh meat" is a very technical product description (in other words, it doesn't have much to do with aesthetics, style, or artistic taste). When it must be the largest text on the packaging, the challenge for DXD becomes how to design the packaging to be "attractive," "youthful," and "appealing."
Packaging
包装设计，应该先有产品力的准确表达（先做对），再有设计美感（再做好）。
包装设计，应该先有产品力的准确表达（先做对），再有设计美感（再做好）。
产品力的表达通过这几点：
1）「高鲜肉」最大文字、2）显眼的品牌名、3）分阶配方信息完整且直观、4）好看的产品实拍图。
而关于设计美感的部份，我们是这么做的：
5）色彩：用高饱和、高明度的色彩搭配来提亮产品，让品牌更具活力和趣味。用从中心向外沿扩散的渐变色，呼应「烘焙」粮应有的温度感受。
6）袋型：用带耳朵猫头的自立袋型，增强趣味感和产品关联性。并且，每个配方/猫咪生命阶段，使用不同的袋型，有的胖一点，有的高一点，因为「每只猫猫都是不同的，我们有最适合它的猫粮」。
7）工艺：通过透铝、叠色/垫白、和哑油/光油的分层使用，使得袋子的实物呈现出一种「不仅好看，更是非常有质感」的状态，这让它不管是在照片里，还是在货架上，或者是在用户拆开快递的瞬间，都能让产品的价值感和品质感得到很好的体现。
In packaging design, the accurate expression of product strength should come first (getting it right), followed by aesthetic design (making it good). The expression of product strength is achieved through the following points: 1) "High Fresh Meat" as the largest text, 2) a prominent brand name, 3) complete and intuitive information on the phased formula, and 4) attractive product photographs. As for the aesthetic design, here's how we approached it: 5) Color: We used high-saturation and high-brightness color schemes to brighten the product, making the brand more vibrant and fun. A gradient color radiating from the center outward echoes the warmth associated with "baked" food. 6) Bag Shape: We used a stand-up bag shape with cat ears to enhance the fun and product relevance. Additionally, each formula/life stage of the cat has a different bag shape—some wider, some taller—because "every cat is different, and we have the perfect cat food for it." 7) Craftsmanship: By using transparent aluminum, layered colors/white backing, and a combination of matte/glossy finishes, the bag achieves a look that is "not only attractive but also highly tactile." This ensures that the product's value and quality are well-represented, whether in photos, on shelves, or at the moment the user opens the package.
Photography & Visual
在产品摄影和电商视觉部份，我们为这个设计，找到两种合适的风格和场景来搭配，这种三维到二维的视觉迁移，本质上是通过数字媒介重构消费者的认知锚点。当屏幕中的产品形象能触发对实体包装的触觉记忆时，就形成了跨媒介的品牌通感，这正是快消品在电商时代建立品类统治力的关键。总的来说，品牌非常需要这种「包装设计」与「电商视觉」之间的统一性，这是品牌视觉调性的基础，也让最终上线的视觉与产品实物，得到相得益彰的美感发挥。
In the realm of product photography and e-commerce visuals, we identified two suitable styles and scenarios to complement this design. This transition from three-dimensional to two-dimensional visuals essentially reconstructs the consumer's cognitive anchor points through digital media. When the product image on the screen triggers tactile memories of the physical packaging, it creates a cross-media brand synesthesia, which is key for fast-moving consumer goods (FMCG) to establish category dominance in the e-commerce era. Overall, brands greatly need this consistency between "packaging design" and "e-commerce visuals," as it forms the foundation of the brand's visual tone. It also ensures that the final online visuals and the physical product complement each other, achieving a harmonious aesthetic appeal.