MaxLife
Client
Kino Pets
Project
Packaging design for pet food in Indonesia (2021).
Credit
Teamwork developed by Landor.
Rationale
It was identified a tension between the fun, emotional world of pet ownership and the functional, health-focused world of pet food and supplies in Indonesia. To resolve this, the pet personality was put at the heart of our purpose — because owners understand that caring for their pet's health will bring out the best of their unique, happy personality.
MaxLife is not about celebrating generically perfect pets, but about helping each pet live its life to the max, in a way only way it can. Fun meets function was the guiding principle for the proposed design.
An iconic M derived from the brand name (and the idea of Maximum) was created to emphasis both the playfulness and purpose of the product at the same time. The pet's personalities are reflected through how they interact within the space of M, whilst standing out within a modern and clean space to not lose the credibility of the brand.
