A Clearer Identity for Modern Pet Nutrition
Marumi 丸味宠物食品
Marumi applies freeze-drying technology to pet food, offering dogs and cats a safer, more considered way to eat. RDA shaped a simple product strategy and a visual system that helps freeze-dried meat and functional treats stand out in a crowded pet-care market.
丸味专注于将冻干工艺应用于宠物食品，以冻干生骨肉和功能零食冻干为产品方向。RDA围绕健康喂养、原料优势与产品卖点建立清晰的品牌策略，通过品牌VI、包装图形和产品视觉系统，让宠物食品在货架与电商场景中更容易被理解和记住。
- 品牌策略规划
- 宠物食品品牌识别
- 产品包装设计
- 电商视觉传播
- 品牌环境识别
Background
Pet owners make quick decisions between claims, ingredients and unfamiliar formats. Marumi needed to make its sourcing, nutrition and product differences legible without making the brand feel clinical.
在宠物食品市场，消费者往往需要在很短时间内比较成分、功能与喂养方式。丸味需要把产品可溯源、冻干工艺和健康价值讲清楚，同时保持亲和、轻盈且适合日常消费的品牌气质。
Challenge
The challenge was to organise a growing range without turning every pack into a list of claims. The system had to help dog and cat owners choose with confidence while keeping the food, ingredients and feeding moment at the centre.
设计的关键在于整理不断扩展的产品系列，避免包装被大量卖点和术语淹没。视觉系统既要帮助猫狗主人快速做出选择，也要让食材、喂养与陪伴的真实感受成为品牌体验的核心。
Design System
A quiet identity, generous pack structure and soft colour fields organise the range around clear product cues. The system keeps the food at the centre while extending smoothly across packaging, e-commerce, product photography and brand touchpoints.
我们以克制的标志、舒展的包装结构和柔和的色彩区分不同产品，让产品信息更有层次。品牌识别从包装延展至电商页面、产品摄影与环境应用，形成一套安静、可信且便于持续扩展的宠物食品视觉系统。
