Creating raw moments
The pet food category is full of noise. Overloaded claims, pseudo science, and emotional clichés often make it harder, not easier, to choose the right product. This project challenges that.
A system designed to make real food understandable and real moments tangible.
Real food, real moments.
Food is fundamental to the way we bond with our pets. We just want to get it right. But it’s hard to follow quality cues or navigate nutritional benefits in a category so full of questionable claims and influencer opinion.
Real nutrition, raw emotion.
Cut through the fluff and focus on what really matters:
Clarity, convenience and connection.
Iconography
They bring clarity and structure to the design system, helping customers find the facts they need and making raw food more understandable and accessible.
Colour Palette
Together with the right colour palettes they make it easy for customers to find their favourites, old and new.
Photography
The quality of the real, natural food takes centre stage, framed in the moments that matter: the ones where we connect with our pets.
What I did
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Led the creative vision on set, directing cast and crew to tell Xoon's story of lifelong addiction.
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Shaped the visual world of the video — color, light, set, and wardrobe — to mirror addiction's grip across different life stages.
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Coordinated the full production pipeline from concept to delivery, managing team, budget, and timeline.
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Authored the narrative concept and script, building Xoon's story as a non-linear portrait of addiction.
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Designed title cards and visual assets for the production and its promotion.
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Shot all stills on set, capturing the raw atmosphere and emotional texture of the production.