MaxLife
Client
Kino Pets
Project
Packaging design for pet food in Indonesia (2021).
Credit
Teamwork developed by Landor.
Humanizing a pet care brand through personality
CONTEXT - Research identified a gap in the Indonesian pet care market between the emotional bond people share with their pets and the functional, health-driven communication typical of the category. MaxLife sought to bridge these worlds by creating a brand that celebrated individuality while reinforcing trust and wellbeing.
CHALLENGE - Develop a brand identity that balanced emotional engagement with category credibility, creating a distinctive positioning that could resonate with modern pet owners while standing out in a competitive retail environment.
APPROACH - Built the brand around the belief that healthier pets are able to express their happiest, most authentic personalities. Guided by the principle of "Fun Meets Function," the identity centered on an iconic M, inspired by both the brand name and the idea of Maximum. The flexible visual system invited pets to interact playfully within the graphic space while maintaining a clean, contemporary aesthetic that reinforced quality, care, and trust.
OUTCOME - Delivered a memorable and scalable brand identity that differentiated MaxLife within the category, creating a distinctive visual language capable of expressing personality while strengthening the brand's positioning across products, packaging, and communication.
