We had been truly excited when one of our favourite clients, Ukrainian pet food producer Kormotech, approached us with the idea of launching a super-premium pet food range and asked us to help give birth to this innovation. Our task was to create an appealing identity and design of the new sub-range under the Optimeal brand, which would clearly communicate natural & healthy recipes enhancing pet's beauty - a strong insight among the "pamperers" pet-carers. We needed to solve the appropriate brand architecture - to fit into the current Optimeal portfolio, which stands for science and care. We worked on the name of the whole line and its individual products. The main inspiration for all levels of development came from the product benefit. The premium recipes are based on the unique qualities of marine-originating superfoods. The choice of colors, printing effects (like the premium metallic), water-color illustration selected for the food-shots, as well as the whole dynamics of the face, iconography and details... all is designed to create a clean, see-breeze and natural look. Colors, as well as postures of the animals reflect the three styles of the recipes (fitness, harmony and podium). The dominant O allows convenient and airy architecture and the connection to the Optimeal mother brand. The overall design evokes a feeling of luxury but also the natural sourcing. Optimeal Beauty range consists of dry and wet food and our design has been beautifully fitted to different formats.