WOMO

DIRECTOR: Nod Young  / Guang Yu
ART DIRECTOR: Han Lu
DESIGNER: Han Lu / Xu Mingru
YEAR: 2021-2022
CLIENT: WOMO

WOMO, as a new star in the pet industry, has positioned its main cat food products in the middle and high-end market. We need to find and define a symbolic, differentiated and high-quality design language for the brand image in the industry, which allows consumers to quickly recognize it and desire to buy the products. The new brand shows poor performance in “telling stories” but needs to convey simple and uncomplicated brand features in a more direct way. We consider that the mid- and high-end cat food should tasty, fun and good-looking. In the product form, we changed the original large package into a barrel-shaped package that can be preserved for a long term and easy to take out. At the same time, we designed different content structures for the barrel-shaped structures in different sizes and specifications. Bright and highly saturated colors better reflect the freshness and deliciousness of food; illustrations and bubble boxes bring more fun and a logical relationship to the layout; more details were considered in the content presentation and materials technology. We hope that consumers will see the pursuit of this brand for quality when getting the WOMO cat food, and gradually have a complete view of brand recognition in the combination of deliciousness and fun.

Cats have special personalities, so cat owners are always laborious and picky. We hope there are some more distinctive and interesting languages for the cat brand building, and let the cat owners receive “special attention” in the process of choosing and using products. This is our interpretation of WOMO (it sounds like “my cat”).

WOMO 是宠物行业的新星，主营的猫粮产品定位在中高端市场。我们需要在品牌形象上找到并定义出一种行业内具有标志性，差异性且高品质的设计语言，让消费者快速识别，并激发购买的愿望。新品牌“讲故事”的能力是欠缺的，需要通过更直接的方式来传递简单朴实的品牌特征，我们认为中高端猫粮需要向消费者展现出三个特征：好吃、好玩、好看。从产品形态上，我们改掉了原有的大袋装，换成更利于长期保存、方便提取的桶形包装。同时，针对不同尺寸规格的桶形结构，设计出不同的内容结构。鲜艳的高饱和色彩，更能体现食物的新鲜和美味；插图和气泡框，增加了版式内容的趣味性和逻辑关系；在内容表现和材料工艺上，考虑了更多的细节呈现，我们希望消费者在拿到 WOMO 猫粮时，能感受到品牌对品质的追求，同时结合好吃和好玩的印象，形成一个完整的品牌认知观。

猫的个性比较特殊，所以作为猫主人是比较辛苦的，也更挑剔。我们希望能在猫类品牌塑造上多投入一些与众不同的、有趣的语言，让猫主人在选择和使用产品过程中体会到“特别关注”的感觉，这就是我们对WOMO （谐音“我猫”）的一种解读方式吧。