• Date added
8 March 2023
Established in 2022, Pepper (“Pepper” being a portmanteau of “pet” and “preparation”) hopes to lead the new wave of freshly prepared meals for dogs by using science as the base in the recipe design process.
Taipei-based design consultancy Local Remote partnered up with Pepper to devise a vibrant, fun, and welcoming identity that opens the spirit to a different generation of pet owners.
Due to the rapid growth and demand for fresh pet food in Taiwan, Local Remote wanted to design the packaging in a way that is entirely different from what is trending in the market. Most of the fresh prep pet food is designed on a clean, white background with pastel colours and prioritises “fresh” as its primary focus.
Since Pepper is targeting the Gen-Zs, they wanted this product to be part of their self-expression and reflect their pursuit of a vibrant lifestyle. This thinking is also portrayed through the energising use of colour; the vibrancy of which plays a significant role in the identity’s joyful design. Aside from the brand’s signature orange, Local Remote designed a two-colour scheme system for each flavour to help the owner identify at a glance, bringing a more user-friendly edge to the brand.
“I think communication is a part of the project I enjoy. Peter, Pepper’s owner, gave us complete trust and let us unleash the brand’s full potential. We took on this challenge because he wanted to create something that existed outside the market. A custom English wordmark means a lot to the Taiwan market, as it is not common in the branding process here.”
The core of the identity is centred around a wordmark that presents modified ink traps shapes inspired by the form of tails. The expertise behind Pepper’s products and its playfulness is also established through the combination of Mass Driver’s MD Nichrome as the feature san serif typeface, and Colophon Foundry’s Apercu for the supporting body text, providing editorial sincerity and vibrant personality when applied. Pairing the wordmark with custom illustrations and a complementary colour palette, results in a logo that is distinct, playful, and bold enough to fit the brand’s ambitions.
“With the rising awareness of dogs' health and wellness, Pepper sets out to bring out their most thriving state with our complete and balanced fresh-cooked food. We started Pepper with the purpose of elevating the owner's feeding experience by providing meals that are customised and pre-portioned according to dogs' needs. Dogs are family. They unconditionally bring joy to our life, so we should show gratitude by giving them the best possible life.”
Local Remote created a series of illustrations for Pepper by picking the six most common dogs in Taiwan to make the packaging more diverse and approachable.
Brian, the Creative Director of Local Remote, enjoyed the communication aspect in this project. The owner of Pepper, Peter, gave Local Remote complete trust to fully unleash the potential of the brand. This was a challenge that Brian and his team took on as Peter wanted to create something that is unique in the market.
The illustration process was enjoyable for the team as they aimed to make the dogs geometric so they could be paired as a pattern, while the custom English wordmark holds a significant meaning in Taiwan’s market, as it is not a common feature in the branding process in the region.