911 — is a brand of cleaning products for pets. The design is based on the metaphor of rescue service “911”. Unlike regular house cleaning, pet care, mark/odor removal and habitat disinfection require a quick response, an urgent solution. Therefore, the packaging design of the 911 brand literally screams, rushing to help its customer.

One of the key points of this design is the brand logo 911, where the second 1 is flipped in a way that it reminds us of the silhouette of cat ears and therefore refers directly to the product category. The font in logo is simple purposely, so that it is similar to those numbers we usually see while dialing on our phone in cases of emergency.

Several details have been added to the packaging itself. The first of which is the extruded brand logo on the side of every product packaging. The second element is a little hint, a reference to the 911 siren, which incarnated in the cap of the spray and in a measuring cup for the powder.

When analyzing the packaging design of this particular category, cleaning products for pets, we noticed that the reverse side of the package with information about the product is usually typeset too simply, without any accents. And we have tried to avoid this mistake in our work. Our goal was to focus customers attention on the way the product is used, by making pictograms for each step.

Completing my presentation for this project I would like to give special thanks to the head of the Art Direction master’s program in HSE School of Design — Leonid Slavin and tutor Evgeny Razumov.