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SmartHeart Cat Food

Packaging Design, Brand Element

About the project

A large-scale packaging design project for SmartHeart, one of Thailand’s leading pet food brands, developed for the Chinese and Malaysian markets.
The project covered three major product lines — Dry Food, Wet Food, and Functional Dry Food — across multiple SKUs, flavor variations, and bilingual English-Chinese packaging formats.

Designed for mass production and retail environments, the visual system focused on strong shelf visibility, clear flavor differentiation, and scalable packaging consistency. Vibrant color coding, functional icons, and polished visual direction were developed to maintain the brand’s signature premium-yet-approachable character inspired by the image of an elegant, pampered cat.

Client

Perfect Companion Group (PCG)

Services

Packaging Design, Brand Element

Year

2018

Agency

Color Party Object Company

Responsible for developing the overall packaging master system across all product categories, including artwork design, flavor color coding, key visual direction, icon design, and product communication elements.

The role covered the entire creative process — from initial packaging concepts and mockups to directing cat and food photography production, overseeing on-set execution, and coordinating final retouching with external production teams.

A key focus of the project was building a scalable visual system that could efficiently manage multiple SKUs, bilingual packaging, and market-specific production requirements while maintaining consistency across the entire product line.

The project was built around a scalable packaging system designed to efficiently manage a large number of SKUs, product formats, and bilingual content across multiple markets.

Distinct color-coding systems, flavor differentiation, and functional iconography were carefully developed to improve product navigation, shelf visibility, and overall brand consistency across all packaging formats.

Special attention was given to balancing strong mass-market shelf impact with a refined and premium visual identity, while maintaining the brand’s signature soft and approachable character.

The project was built around a scalable packaging system designed to efficiently manage a large number of SKUs, product formats, and bilingual content across multiple markets.

Distinct color-coding systems, flavor differentiation, and functional iconography were carefully developed to improve product navigation, shelf visibility, and overall brand consistency across all packaging formats.

Special attention was given to balancing strong mass-market shelf impact with a refined and premium visual identity, while maintaining the brand’s signature soft and approachable character.

Responsible for developing the overall packaging master system across all product categories, including artwork design, flavor color coding, key visual direction, icon design, and product communication elements.

The role covered the entire creative process — from initial packaging concepts and mockups to directing cat and food photography production, overseeing on-set execution, and coordinating final retouching with external production teams.

A key focus of the project was building a scalable visual system that could efficiently manage multiple SKUs, bilingual packaging, and market-specific production requirements while maintaining consistency across the entire product line.

Responsible for developing the overall packaging master system across all product categories, including artwork design, flavor color coding, key visual direction, icon design, and product communication elements.

The role covered the entire creative process — from initial packaging concepts and mockups to directing cat and food photography production, overseeing on-set execution, and coordinating final retouching with external production teams.

A key focus of the project was building a scalable visual system that could efficiently manage multiple SKUs, bilingual packaging, and market-specific production requirements while maintaining consistency across the entire product line.