HiRaw!
M — N Associates• Date added
23 November 2023
• Date added
23 November 2023
Pioneering pet food brand HiRaw! is on a mission to redefine the perception of BARF (Biologically Appropriate Raw Food) in Vietnam. With a strong commitment to excellence and cutting-edge European technology, they have become the leading pet food producer, known for their flavourful and nutritionally-balanced meals.
Ho Chi Minh City-based creative design firm M — N Associates collaborated with HiRaw! on a rebranding journey to create a new visual identity that resonates with HiRaw!’s target audience and reflected their dedication to the well-being and nourishment of their furry companions.
Client
HiRaw!
Year
2023
Creative Director
Duy — N
Art Director
Anh Nguyễn
Designer
Quân Nguyễn
Pioneering pet food brand HiRaw! is on a mission to redefine the perception of BARF (Biologically Appropriate Raw Food) in Vietnam. With a strong commitment to excellence and cutting-edge European technology, they have become the leading pet food producer, known for their flavourful and nutritionally-balanced meals.
Ho Chi Minh City-based creative design firm M — N Associates collaborated with HiRaw! on a rebranding journey to create a new visual identity that resonates with HiRaw!’s target audience and reflected their dedication to the well-being and nourishment of their furry companions.
At the core of HiRaw!'s philosophy is the guiding principle of "Deliciously Raw for All." This slogan inspired the creation of a visual identity system by M — N Associates. This system is rooted in inclusivity, celebrating the love, joy, and individuality of dogs and cats, capturing their playful and affectionate nature and evoking a sense of warmth and excitement that highlights HiRaw!'s commitment to pet care and nourishment.
Anchored in the creative concept of "Raw for All," HiRaw!'s visual identity is a vibrant celebration of pets coming together to appreciate the exceptional HiRaw! chub, embodying their love for raw food. The core essence of rawness takes centre stage, permeating the entire visual identity – from the typography and graphic elements to illustrations and art direction in photography. The custom MN Raw font, echoing the texture of mixed food, enhances the lively personality.
“We have tested hundreds of layout combinations to find the perfect one that now stands out on shelves, featuring a brand name that wasn't recognised before. The challenge was its chub packaging form; the design could be stretched and deformed due to temperature and the packaging process. That's why the testing phase is crucial to ensure everything aligns perfectly.”
