Pets aren't pets anymore. They're family.
The most memorable brands no longer sell pet food - they create rituals, personalities and shared experiences.
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?"
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.
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.
Services:
Brand Strategy
Creative Direction
Brand Identity
Packaging Design
Product System Development
Art Direction
Launch Visuals
Lifestyle Brand Positioning
Beyond Packaging