Fluffy Belly Packagings Design

Context

Fluffy Belly is a new dog treat brand created by two entrepreneurs with the ambition to distribute their products in mass retail first, and later develop a premium range intended for the pharmaceutical channel.

The brand initially had a minimal visual identity: a logo, a color palette, and two typefaces, but no structured graphic system that could be applied to packaging.

The challenge was therefore to build a coherent packaging universe capable of supporting the commercial launch while effectively positioning the brand across different distribution channels.

Problem

Two main challenges emerged:

Creating a complete packaging system from a very limited visual identity.

Designing two distinct product ranges — an accessible range for mass retail and a more premium range for the pharmaceutical channel — while maintaining overall consistency and a strong brand identity.

The packaging also needed to stand out on the shelf while conveying trust and quality to consumers.

Objective

Build a complete graphic system based on the existing identity.

Develop a clear information hierarchy to improve product readability.

Strengthen the perception of quality while maintaining accessibility adapted to each distribution channel.

Ensure overall brand consistency across all touchpoints.

Process

This project is developed progressively according to the brand’s most urgent needs at each stage. It is part of a long-term collaboration in which I work with the brand through an ongoing subscription model, allowing the packaging system to evolve and expand as new products and requirements emerge.

Result

The project resulted in the creation of a complete and structured packaging universe, enabling the brand to successfully launch its products across different distribution channels.

Two complementary ranges were developed:

an accessible, warm and easily identifiable range adapted to mass retail

a more premium range, with a graphic treatment that reinforces the perception of quality and trust, designed for the pharmaceutical channel

The graphic system now allows the brand to maintain strong visual consistency while making it easier to develop new product references.