RUSTICAN is a private trademark in the super premium subcategory of dog food. The project includes creating of the brand identity and designing the packaging for the entire product line (bagged dry dog food and canned wet dog food), promotional materials for selling points, and web pages.
Brand and product communicate high-quality products from controlled and natural farming, with high nutritional value. Core brand values: homemade, natural, energy, health, rustic – back to the roots, quality – the highest quality ingredients.
The communication of rich taste and high biological value ingredients is told through the association with preparation of fresh natural supplies in a domestic environment – wooden desk in the countryside.
The holistic approach and wholesome nutrition of RUSTICAN dog’s food is represented through the central composition and circular shapes.
The aim is to set up a different approach compared to existing products in Europe with an emphasis on ingredients (meat, naturally food) and wood (rustic, homemade).
A combination of elements is based on a bland of traditional values and modern approach whereby the identity presents a contemporary product of superior traditional quality. Added functional values of the product are highlighted through the information on the packaging – in form of pictograms and text.
Strong visibility at point of sale is achieved by the use of natural materials – wood and impact of the packaging design and colour coding. The primary identity colors in earth tones (brown, beige) and the secondary color scheme follow the established coding of the extensions for dog food category.
The packaging design has taken into account the great importance of highlighting the bottom and sides of the bags at the point of sale.
Idea, Art Direction, Design: Izvorka Jurić
Food Photography: Maja Danica Pečanić
Food Stylist: Tamara Ganoci Frisch
Food Photography Post Production: Mladen Šarić
Pictogram Design: Maja Šarić
Design Execution: Jelena Gvozdanović, Stela Kovačić, Ivan Goran Žunar
DTP: Jelena Gvozdanović
Post Production, Digital Presentation and Product Photography: Stela Kovačić
Web Development: Matija Tolić
Location: Croatia
