Where do you keep your cat food? Inside a cupboard? Below the sink? Tucked away behind a counter? Wherever you store it, our bets are that it’s purposefully kept out of direct sight – and it’s understandable. Often featuring intense portraits of cats, a faux-gourmet gold finish or austere labels which boast the science-backed benefits of the food, standard cat food packaging doesn’t scream to be seen. That is, unless DXD Studio has anything to do with it. For the cat food brand Maowoo, the studio has created a bold packaging system, complete with a feline face logo and even a nifty carry handle.
When Maowoo first approached DXD, it was seeking a “distinctive” identity that spoke to a younger generation of cat owners, DXD partner Zhou Shengdian explains. The company wanted packaging that would better integrate into modern urban homes but also needed to prove its food was healthy and up to standard, with a grounding in science. The main challenge therefore was to combine “lifestyle aesthetics” with “scientific cat care”.
