Vietnamese pet food brand HiRaw! redesigned by M – N Associates

Following on from extensive growth and becoming the leading pet food manufacturer in Vietnam, HiRaw! recognised its brand identity was too chaotic. It called on M – N Associates to help develop a visionary brand strategy that could embody its core brand value of compassion towards all dogs and cats.

Founded in 2018, HiRaw! changed the way BARF (Biologically Appropriate Raw Food), an advanced European technology, was perceived in the country. The mission now was to redesign its brand identity in order to appear contemporary, as well as exude boldness, strength and humour.

Ho Chi Minh City-based M – N Associates devised the concept of ‘Deliciously Raw for All’, which inspired the creation of a warm and exciting brand that is able to capture the playful and affectionate nature of pets.

The new brand identity system shows off the energy of pets coming together in celebration of HiRaw! chub, and their love of raw food. The concept of rawness features throughout the brand’s typography, graphic elements, illustrations and photographic art direction.

For instance, the new MN Raw font incorporates the texture and essence of mixed food, while complementary fonts HaN Holo Narrow and Condensed aim to add a delightful touch.

Elsewhere, in a bid to create a fun and engaging experience, M – N Associates also altered the packaging’s tone of voice. Each recipe name has been changed to be more memorable, welcoming, passionate and relatable. With regards to visual design, the packaging has been divided into panels which showcase the HiRaw! logotype and all necessary information.