Compagni di Viaggio Pet Food
Packaging for the senses
Italians’ passion for pets is confirmed as a constantly growing phenomenon, while the shift in attitude from “Owner” to “Parent” illustrates the strong emotional connection we have with our four legged friends. As such, pet lovers want their pets’ eating habits and lifestyles to be similar to their own and dedicate time, attention to their dietary needs.
Finiper Group asked us to collaborate on the launch of a credible brand in the pet food sector which would leverage the quality positioning of the redesigned, premium VG supermarket brand which we completed earlier in the year.
We were also tasked with analysing and proposing new accessories and communication opportunities
Within the category.
brand identity, packaging system, illustration
Compagni di Viaggio, “Travel Companions” as a brand whose name is perfectly in line with current trends and reflects a way of life in which the joy of exploring life together is shared between humans and animals.
Just as with VG, we focused on the intangible components that set it apart from others (art, beauty,
wellbeing, happiness), Compagni di Viaggio design strategy will also focus on certain intangible values that can resonate with consumers.
This approach will allow Compagni di Viaggio to be not only a relevant and credible brand for its offering and quality, but also to stand out from its competitors by embodying the VG allure that discerning consumers already know and appreciate.
The packaging system features beautiful watercolour sketches of people with their cats or dogs sharing a special moment together. Whether out for a run or playing at home, the illustrations have an appealing emotional quality which is sure to engage the conscious consumer.
The design system is robust enough to support over 40 different products including special formulations, functional recipes and snacks. More product will be launch over the coming months.
