CLIENT: 尾巴生活®
YEAR: 2025
2024年下半年，尾巴生活®团队推出全新流心罐系列宠物食品，凭借独特的流心形态和出色的产品体验，迅速成为市场关注焦点。目前，该系列已陆续上市6个SKU，覆盖不同口味与营养需求，满足铲屎官对高颜值、高适口性、高功能性宠物食品的期待。
In the second half of 2024, the FurryTail® team launched a brand-new "Molten Core" canned pet food series. With its distinctive molten center design and exceptional product experience, the series quickly captured market attention. Currently, six SKUs have been introduced, offering a variety of flavors and nutritional profiles to meet pet owners' expectations for high palatability, visual appeal, and functional benefits
「产品形态即产品力」
流心罐的核心竞争力在于其"所见即所得"的产品形态——开罐即见的诱人流心，不仅强化了视觉冲击力，更直观传递了产品的差异化卖点。我们相信，包装设计有一部分的功能应当是让消费者"一眼种草"，因此，在这次的包装设计策略上，我们聚焦三大核心：
1）放大流心形态——通过强化产品质感，让作为视觉中心的流心质感清晰可见，传达产品核心特点；
2）打造"美味"感知系统——运用鲜亮色彩、有食欲感的图，让包装成为产品美味的可视化表达；
3）强化货架吸引力——通过立体翻折的包装结构设计，将内容物与品名信息最大化呈现，确保在终端陈列时第一时间抓住消费者视线。
“Form Is Power” — When Product Design Becomes Product Strength
The core competitive edge of the Molten Core canned series lies in its "what you see is what you get" format—the irresistible molten center visible upon opening. This not only enhances visual impact but also directly conveys the product’s differentiated value. We believe packaging design should partly serve to create instant emotional resonance—what we call “love at first sight.”
For this reason, our packaging strategy focuses on three core pillars:
1. Amplify the molten center – By emphasizing texture and form, the rich, gooey center becomes the visual focal point, clearly showcasing the product’s defining feature.
2. Create a 'Deliciousness Perception System' – Through the use of vibrant colors and appetite-triggering illustrations, the packaging becomes a visual representation of flavor.
3. Enhance shelf appeal – With a folded 3D structure, the packaging maximizes the display of product content and name, ensuring it catches the consumer’s eye at first glance in retail settings.