In 2018, HiRaw! set out on a bold mission to transform the way BARF (Biologically Appropriate Raw Food) is perceived in Vietnam. Their dedication to excellence propelled them to become a leading pet food manufacturer.
As HiRaw! experienced rapid growth, they faced the need for a brand overhaul. Together, we collaborated to develop a visionary brand strategy that would embody their core values of compassion towards all dogs and cats. The guiding principle of HiRaw! revolves around the concept of “Deliciously Raw for All”. This ideology inspired us to create a strategic cohesive brand platform that unites and celebrates the love, joy, and individuality of dogs and cats within HiRaw’s brand universe.
The essence of rawness takes center stage within the brand identity, resonating throughout the entire system, including typography, graphic elements, illustrations, and art direction for photography. This infusion of raw authenticity imbues HiRaw! with a distinctive and lively personality. The custom typeface MN Raw incorporates the texture and essence of mixed food, further enhancing the raw aesthetic.
Alongside MN Raw, we utilize NaN Holo Narrow and Condensed as complementary fonts for context display. With rectangular counters and rounded curves, NaN Holo adds a delightful touch like the chub. Its intentional mix of rounded and squared details brings surprise, character, and warmth when used. It exudes a reliable and original human touch, without overpowering the overall design
To make our packaging even more memorable, playful, welcoming, passionate and relatable to customers, we have reworked each recipe name. With a focus on enhancing shelf presence, our packaging is strategically divided into two panels. The front panel takes center stage, showcasing the HiRaw! logotype in a prominent and eye-catching manner. This ensures that our brand stands out among the competition. On the back panel, we have thoughtfully incorporated all the necessary English and Vietnamese content. In addition, we have added humorous touches to the barcode, injecting a sense of joy, excitement, and personality into our HiRaw! pet characters.
Design: M — N Associates
Creative direction: Duy — N
Art direction: Anh Nguyễn
Designers: Quân Nguyễn, Bảo Trương, An Phạm, River Nguyễn
Production: Thảo Nguyễn
Project management: M — Lan, Quân Nguyễn, Dao Võ
Portfolio photography: Wing Chan
Digital retoucher: An Nguyễn, Phúc Trần
Food photography: Minim
Cinematography: Lâm Uy Huỳnh