Pawla® is a premium dog food brand designed with empathy, intention, and a whole lot of heart — not just for dogs, but for the emotional connection between pets and people. Created for the U.S. market, Pawla redefines pet nutrition as more than just sustenance. It’s a love language. A shared moment. A celebration of loyalty. The message is clear and heartfelt: “Real food. Real love. Real pets.”
We developed a warm, playful visual identity with a human-first approach. The logotype is soft and welcoming, featuring a unique “W” shaped like two dog legs — a subtle nod to our four-legged friends. The color palette, drawn from research on canine color perception, uses high-contrast tones like yellow and blue to ensure clarity for pets and shelf appeal for humans.
Each product line is color-coded by flavor and dog size. Bone-shaped elements and friendly photography bring life and character to every package. Breed-specific illustrations allow pet owners to easily connect and choose the right product, while the clean, intuitive layout supports effortless decision-making.
Beyond packaging, Pawla is a reminder of why we care. Every detail — from ingredient icons to brand voice — is crafted to reflect sincerity, joy, and the bond we share with pets. Pawla is not just about feeding dogs. It’s about nourishing relationships, celebrating personality, and turning every meal into a meaningful moment of connection. It’s design with heart and purpose — built for both humans and their best friends.
CREDIT
- Agency/Creative: Khanh Khuat , Nguyen Thong , Hoang Huy
- Article Title: Khanh Khuat, Nguyen Thong, Hoang Huy Turn Pawla into a Love-Driven Dog Food Brand
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Vietnam
- Agency/Creative City: Ho chi Minh City
- Market Region: Asia, Global
- Project Deliverables: 2D Design, Brand Design, Brand Guidelines, Branding, Character Design, Identity System, Illustration, Logo Design
- Format: Bag, Box, Can
- Industry: Food/Beverage
- Keywords: Vietnam, petshop, pet, Pawla branding
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Credits:
Design Director: Khanh Khuat
Brand Designer: Nguyen Thong
Brand Designer/Illustration: Huy Hoang
