​wugushengxian

DESIGNER: zhangtao

YEAR: 2022

吾谷生鲜，是PETSHY旗下宠物健康食品品牌。主要针对猫狗用户，坚持使用无谷配方新鲜天然的甄选食材。

吾谷生鲜的品牌标识设计中，保留了字本身的书写逻辑，构图形式上无多余修饰，每个笔画处做出动态的曲线设计，增加独特性及品质感，厚实饱满的外型，舒张的曲线，以及适当的萌感，呈现人文、自然、朴素的品牌内涵。

品牌的延展图案参考了厨师围裙的条纹，这些出现在日常中的条纹 图案，让消费者在看到时能产生快速接受的亲近感，提升对品牌的信赖；严谨的比例及秩序感，代表着专业厨师级别的烹饪，用以反映吾谷生鲜为宠物提供上等佳肴，严选食材，对待宠物食品的高标准及专业性。包装版式简明有序，避免引起消费者视觉(信息)焦虑。

注：以下仅为设计效果图展示，产品信息以最终上线为准。

Wugu Fresh is a pet health food brand under the PETSHY umbrella. It is mainly aimed at cats and dogs. It insists on using fresh and natural ingredients with grain free formula.

In the brand logo design of Wugu Fresh, the writing logic of the character itself is retained, and there is no superfluous modification in the composition form. Dynamic curve design is made at each stroke to increase the uniqueness and sense of quality. The thick and full appearance, relaxed curve, and appropriate loveliness present the brand connotation of humanity, nature, and simplicity.

The extended pattern of the brand refers to the stripes of the chef's apron. These stripes appear in daily life, allowing consumers to have a quick sense of closeness when they see them, and enhancing their trust in the brand; The strict proportion and sense of order represent the cooking of professional chefs, reflecting the high standard and professionalism of Wugu fresh food in providing high-quality food for pets, strictly selecting ingredients, and treating pet food. The packaging format is concise and orderly to avoid causing consumers' visual (information) anxiety.