Bronze Packaging Design · 2024
Pavanpet Pet Foods
- A' Design Award 2024 Bronze Winner in Packaging Design
- Awarded April 15, 2024
- CLIENT: Pavanpet
- Estimated Number of Design Views: 15,014
- Verification code 77AD53BDD6 · Verify this award
About Pavanpet Pet Foods
Normally, since humans consider pets as members of their families and children, the packaging design is cartoonish. The use of characters can strengthen the connection with the viewer and create an attractive environment. As a result, the packaging has a prominent and special visual connection. The animals' faces are very cleverly designed and their smiles and happiness are clearly visible, which shows the effect of this product on them. Using simple colors without details creates a better understanding of the image and purpose.
Press Kit
- Unique Properties
- Normally, because we humans consider pets as members of the family and like our children, packaging design is designed based on the viewer's view of a kids.
The use of characters can strengthen the relationship with the viewer and create an attractive environment color. As a result, the packaging has better visibility and better communication. - Dimensions & Packaging
- W: 200 mm
H: 400 mm
D: 80 mm - Tags
- Pet, Pet foods, Package design, Pet foods package design, Cat foods, Dog foods
- Production Technology
- Matte three-layer packaging with aluminum
printing method: rotogravure - Design Challenge
- The most difficult part was the implementation of the idea and the arrangement of colors in the packaging.
- Project Duration
- The project started in December 2022 and finished in March 2023 in Shiraz, Iran.
- Operation Flow
- Pet food packaging is completely conventional packaging and is not particularly complicated. What distinguishes this packaging is the use of colors and a simple form in its design.
- Research
- The research of this project was done in the form of field research and by showing the packaging design, behavioral studies were done and the reaction of the viewers towards the plan was evaluated. An interesting result was obtained, and that was a more smiling face and the visual and behavioral reaction of the viewer to the presented design than to the real photo of the animals.
- Inspiration
- Simple and uncomplicated images, simple and uniform colors with high contrast are always attractive and this design is inspired by the simplicity of animal life. Uncomplicated and completely clear life.
- Image Credits
- Illustrator / Creator: Mohsen Koofiani
Colors of Pavanpet Pet Foods
Design Interview about Pavanpet Pet Foods
In this project, the designer, considering the audience's interaction with the type of product and animals, advanced the design by creating cartoon characters and tried to convey the sense of cuteness of animals to the viewer by using different characters and colors.
The main focus in this design has been simplicity and effective communication with the audience. The different emotional transfer that the designer has shown in the design style has made this packaging look completely different and impressive at first glance. Pure colors without additional shadows make the viewer understand more.
The premium award of this packaging paved the way for the manufacturer. The value of this award will be highlighted in the campaigns.
It has always been a bit challenging to reach simple elements and use simple colors in design. Due to the feeling that the designer has towards animals, the idea of Pouzeh was created in a very short period of time.
design or did you decide to take inspiration?
This design is not inspired from anywhere. The purpose of this design was simplicity and the simple world of animals. Animals teach us the way of life in real language. Uncomplicated life. The simpler the design in this type of packaging, the more understandable it will be for the audience.
This design is not inspired from anywhere. The purpose of this design was simplicity and the simple world of animals. Animals teach us the way of life in real language. Uncomplicated life. The simpler the design in this type of packaging, the more understandable it will be for the audience.
More attention to the inner feeling of animals and simple and uncomplicated communication with humans.
The main target is the contacts who understand their pets and prepare the right environment and food for their life and peace. They understand what this design conveys. They understand the simple and pure life of animals.
In this project, cartoon characters have replaced real images. In this type of product, this style is less discussed.
Characters that are very happy and colors that are considered very relaxed and simple.
Grand Interview about Pavanpet Pet Foods
The concept of the smiling animal faces was born from the idea that simplicity can communicate emotion more effectively than realism. I wanted to humanize pets without losing their animal innocence. Each character was developed through multiple hand sketches to achieve the perfect balance of friendliness and purity.The key visual strategy was to create uncomplicated line drawings with open, rounded facial expressions and slightly exaggerated eyes and mouth elements, proven to trigger empathy and positive emotional response. These characters don’t just represent pets; they represent companionship, comfort, and personality.
The research revealed that viewers emotionally engaged more with stylized illustrations than with real animal photos. Psychologically, this occurs because illustrated faces act as emotional mirrors; they allow viewers to project their own affection and imagination onto the image.This finding influenced the final design profoundly: we minimized realism, emphasized warmth through simplified shapes, and built a visual language of joy rather than documentation. It reaffirmed that authentic emotion in design often comes from abstraction, not imitation.
The matte three-layer structure with aluminum was a deliberate balance of protection, sustainability, and tactility. The rotogravure printing method offered exceptional precision for the clean vector lines and consistent color saturation needed to maintain character integrity.Matte finishing reduces glare and provides a premium feel that aligns with emotional warmth. Aluminum ensures product preservation against humidity, vital in pet food storage. In short, every material choice was both functional and sensorially intentional.
Color decisions were guided by both psychological contrast and environmental harmony. I chose vivid yet desaturated hues, mint green, apricot yellow, and warm beige, to stand out on the shelf while remaining comforting and organic.The principle was restraint: each color serves a communicative purpose, supporting the character and aiding quick product differentiation. Through extensive color testing, I found that simplicity in color composition enhances memory retention, an essential factor in brand recall for pet food markets.
The Bronze Award validated that emotional intelligence and simplicity can coexist with commercial success. It encourages a broader movement in packaging design, one that replaces over-saturated visuals with human warmth and narrative value.I believe this recognition will inspire designers and brands to prioritize empathy over ornamentation, to create packaging that speaks to the heart before it sells to the hand.
One pivotal moment came when early sketches were tested with actual pet owners. Their spontaneous smiles confirmed we were on the right path. Another decisive stage was finalizing the balance between the playful illustration and product clarity, ensuring it felt credible yet charming.Every iteration refined not only the visuals but also the emotional tone, transforming the packaging from a simple product wrapper into a small piece of storytelling.
My background in painting and illustration shaped every aspect of Pavanpet. I approached each package as a canvas of empathy, not just a design surface. The discipline of fine arts taught me to respect balance, composition, and emotional texture.This foundation allowed me to merge aesthetic harmony with market logic, ensuring the design could attract attention while sustaining a sense of artistic authenticity that resonates with pet owners on a personal level.
The 200×400×80 mm format was chosen after analyzing both retail shelving standards and ergonomic handling. The proportion allows the illustration to breathe, maintaining visual clarity from a distance.Additionally, the tall vertical format enhances brand presence in crowded retail environments. It turns the character into a standing figure, almost like a mascot on display, subtly reinforcing recognition and shelf visibility.
The main challenge was to persuade stakeholders that emotional minimalism could outperform photographic realism. Traditional marketing often relies on literal imagery, but through behavioral testing and clear design logic, I demonstrated how a friendly illustration could generate deeper trust and memorability.It required educating the team about the cognitive science behind visual empathy, a crucial bridge between artistic intuition and market data.
Pavanpet confirmed that true innovation in packaging lies in emotional authenticity. Going forward, I intend to extend this principle across categories, from food to wellness and sustainable brands, where design becomes not just an aesthetic, but a language of feeling.Each future project will explore how simplicity, narrative, and psychology can merge to form packaging that not only sells but also connects.