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WILD & WHOLESOME
project type
Packaging Design | Branding Identity
A concept design for the class Packaging Design 450 at San Diego State University.
DATE
Fall 2024
BRIEF
The assignment was to craft a brand identity and packaging design for "client" Wild & Wholesome, a locally owned pet store in San Diego, CA.
Founded by Sarah and Jake, they are one of the few specialty pet stores focused on organic options. Their business prioritizes eco-friendly products that are thoughtfully selected to meet the highest standard of quality and sustainability efforts.
Their goal is to empower pet owners by educating them on the benefits of organic food and sustainable practices that support animals and their natural habitats.
DESIGN OBJECTIVE
I crafted a vibrant, eco-conscious brand for Wild & Wholesome, reflecting
the client’s passion for animals and sustainability. The design system
highlights overlooked pets, focusing on frogs—common in California and
sharing dietary needs with fish.
Each package features fun animal facts to engage and educate consumers. This approach positions Wild & Wholesome as a fun, inviting, and forward-thinking organic pet brand.
The solution for Wild & Wholesome is to create a timeless yet fun brand that has customers excited to enter the store and be inspired to join Sarah and Jake’s passion in organic pet care.
rationale
The design founded on the research I did concerning local demographics, the current competition in pet retail, their gaps where we can shine, and the current projection of upcoming design trends.
Inspired by Paul Frank, Scandinavian design, and children’s book illustrations, I used bold colors drawn from frog species to create playful, standout packaging. I used organic material such as hand-crafted paper cut-out art.
Organic doesn’t have to be boring or dull, it can be bright and exciting!
research & development
THE DATA
According to the National Library of Medicine and
American Pet Products Association (APPA):
Respondents predominantly female, most pet owners prioritize buying healthy food (even more than for themselves), they face challenges determining best diet to feed their pet, high amount were employed in vet healthcare field/animal industries, CA is a leader in pet ownership and 10% of all pet owners in CA have reptiles or rodents.
SOURCES:
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6515811/
https://nfound.org/pets-in-california-families/
TARGET AUDIENCE | YOUNG ECO-CONCIOUS PROFESSIONALS
PERSONAS
COMPETITORS
THE PROCESS
SKETCHES
LOGO ITERATIONS
THE DESIGN
TYPEFACES - COLOR PALETTE
LOGOS
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ALTERNATIVE LOGOS
PACKAGING | Biodegradable - FROZEN FOOD
PACKAGING | RESUABLE JARS - LIVE FOOD
WAYFINDING - STOREFRONT
SOCIAL MEDIA
STICKERS
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