Pavanpet Pet Foods by Mohsen Koofiani is a highly esteemed winner of the very prestigious 2024 Bronze A' Design Award in Packaging Design Competition Category.
BronzePackaging· 2024
Pavanpet Pet Foods
Client: Pavanpet
Bronze A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #151937The Design
About Pavanpet Pet Foods
Normally, since humans consider pets as members of their families and children, the packaging design is cartoonish. The use of characters can strengthen the connection with the viewer and create an attractive environment. As a result, the packaging has a prominent and special visual connection. The animals' faces are very cleverly designed and their smiles and happiness are clearly visible, which shows the effect of this product on them. Using simple colors without details creates a better understanding of the image and purpose.
The Recognition
About the Bronze A' Design Award
Pavanpet Pet Foods is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Pavanpet Pet Foods is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Pavanpet Pet Foods splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.
Interviews
Design Interview
What is the main principle, idea and inspiration behind your design?
In this project, the designer, considering the audience's interaction with the type of product and animals, advanced the design by creating cartoon characters and tried to convey the sense of cuteness of animals to the viewer by using different characters and colors.
What has been your main focus in designing this work? Especially what did you want to achieve?
The main focus in this design has been simplicity and effective communication with the audience. The different emotional transfer that the designer has shown in the design style has made this packaging look completely different and impressive at first glance. Pure colors without additional shadows make the viewer understand more.
What are your future plans for this award winning design?
The premium award of this packaging paved the way for the manufacturer. The value of this award will be highlighted in the campaigns.
Grand Interview
Your innovative approach to Pavanpet Pet Foods packaging, particularly the use of smiling animal faces, has created a unique emotional connection with consumers - could you elaborate on how you developed these character designs and what specific elements you incorporated to achieve such powerful visual impact?
The concept of the smiling animal faces was born from the idea that simplicity can communicate emotion more effectively than realism. I wanted to humanize pets without losing their animal innocence. Each character was developed through multiple hand sketches to achieve the perfect balance of friendliness and purity.The key visual strategy was to create uncomplicated line drawings with open, rounded facial expressions and slightly exaggerated eyes and mouth elements, proven to trigger empathy and positive emotional response. These characters don’t just represent pets; they represent companionship, comfort, and personality.
The research findings suggesting viewers responded more positively to your stylized animal illustrations than to real animal photos for Pavanpet Pet Foods is fascinating - what insights did this discovery provide about consumer psychology and how did it influence your final design decisions?
The research revealed that viewers emotionally engaged more with stylized illustrations than with real animal photos. Psychologically, this occurs because illustrated faces act as emotional mirrors; they allow viewers to project their own affection and imagination onto the image.This finding influenced the final design profoundly: we minimized realism, emphasized warmth through simplified shapes, and built a visual language of joy rather than documentation. It reaffirmed that authentic emotion in design often comes from abstraction, not imitation.
Your choice of a matte three-layer packaging with aluminum for Pavanpet Pet Foods strikes an interesting balance between functionality and aesthetics - could you walk us through the technical considerations that led to selecting these specific materials and printing methods?
The matte three-layer structure with aluminum was a deliberate balance of protection, sustainability, and tactility. The rotogravure printing method offered exceptional precision for the clean vector lines and consistent color saturation needed to maintain character integrity.Matte finishing reduces glare and provides a premium feel that aligns with emotional warmth. Aluminum ensures product preservation against humidity, vital in pet food storage. In short, every material choice was both functional and sensorially intentional.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Normally, because we humans consider pets as members of the family and like our children, packaging design is designed based on the viewer's view of a kids.
The use of characters can strengthen the relationship with the viewer and create an attractive environment color. As a result, the packaging has better visibility and better communication. - Dimensions & Packaging
- W: 200 mm
H: 400 mm
D: 80 mm - Tags
- Pet, Pet foods, Package design, Pet foods package design, Cat foods, Dog foods
- Production Technology
- Matte three-layer packaging with aluminum
printing method: rotogravure - Design Challenge
- The most difficult part was the implementation of the idea and the arrangement of colors in the packaging.
- Research
- The research of this project was done in the form of field research and by showing the packaging design, behavioral studies were done and the reaction of the viewers towards the plan was evaluated. An interesting result was obtained, and that was a more smiling face and the visual and behavioral reaction of the viewer to the presented design than to the real photo of the animals.
- Inspiration
- Simple and uncomplicated images, simple and uniform colors with high contrast are always attractive and this design is inspired by the simplicity of animal life. Uncomplicated and completely clear life.
- Project Duration
- The project started in December 2022 and finished in March 2023 in Shiraz, Iran.
- Operation Flow
- Pet food packaging is completely conventional packaging and is not particularly complicated. What distinguishes this packaging is the use of colors and a simple form in its design.
- Image Credits
- Illustrator / Creator: Mohsen Koofiani
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