Strategic branding and premium packaging design for cosmetics, supplements, coffee, food and wellness brands. Helping founders launch distinctive consumer products worldwide.

Pets aren't pets anymore. They're family.

The most memorable brands no longer sell pet food - they create rituals, personalities and shared experiences.

Let's build your pet brand

15+ brands across 6 countries

The shift from products to lifestyles

Twenty years ago, pet packaging focused on nutrition, while today the strongest brands create an entire world around the animal.

The product becomes one small part of a much bigger emotional experience.

The brands people remember don't simply answer: "What should I feed my dog?"

They answer: "Who are we as pet parents?"

Services:

Brand Strategy
Creative Direction
Brand Identity
Packaging Design

Product System Development
Art Direction
Launch Visuals
Lifestyle Brand Positioning

Featured Coffee Projects

What if dog ice cream felt as joyful as human ice cream? Genda

Genda wasn't created as another pet food brand - it was designed around one observation: dogs participate in our happiest moments.

So why shouldn't they have their own rituals? Instead of creating premium packaging, the project explored what a playful lifestyle brand for dogs could become.

Ice cream became the excuse and the real product was the experience.

Four containers of ice cream labeled with different flavors and characters at the bottom, decorated with paw print sprinkles.

A cartoon drawing of two kids, a girl and a boy, standing side by side on a pink background. The girl is wearing sunglasses and a shirt with the word "GEND" on it, holding a cup of ice cream. The boy is wearing a shirt and holding a scoop of ice cream, both with simple black and white line drawings.

A cup of dog-themed ice cream labeled Genda, with ice cream scoops topped with small paw print-shaped candies, and a label indicating salted caramel flavor and no added sugar.

A small brown dog with floppy ears and green bows is sitting at a table with a pink cup of doggy ice cream named GENDA. The ice cream has paw print and bone decorations and the dog is licking it.

Close-up of a container of Genda doggy ice cream with swirled ice cream topped with paw-shaped and other small toppings.

A black and white drawing of a cat wearing sunglasses and a dog with a fish on its head, both on a plain background.

Three dogs dressed up with ice cream and dessert on a table, with a pink background with white pattern.

Concept Explorations:

Not every idea starts with a client, some begin as questions about where an industry could go next.

These concept projects allow me to explore future consumer behavior, visual language and emerging opportunities before they become commercial briefs.

Beyond Packaging

Whether the project is commercial or conceptual, my interest remains the same: How can a pet brand become part of everyday life instead of simply selling another product?

That question influences everything - from naming and visual identity to packaging systems, product architecture and launch storytelling.

Sergio Laskin accepts a limited number of projects.

Before reaching out, please ensure:

your brand direction is defined
branding is a strategic priority, not exploration
you are ready to invest in a full identity system

We do not operate in early-stage idea validation or low-budget experimentation.