Friends Forever — Arrrive

“Friends Forever” is a dry cat food brand. The project already had a corporate identity, but some solutions were "morally obsolete" and needed an update. We refreshed the visual style and logo, improved the packaging design, made the content of the site more informative and simplified the user's path to checkout.

Packaging, logotype, web, ux/ui design, content, illustrations

https://www.friendsforever.pet/

The updated logo retained the brand's friendly vibe

The logo has become more concise and modern, and thanks to the abstract serif font and soft strokes, it has retained its friendly character.

Logo after redesign

Old logo

Problems in the design of old packaging

Having started a detailed study of the previous packaging option, we identified a number of problems that were important to solve in the new design.

Logo is strongly deformed, even when the packaging is full. That is why it’s difficult to take promo pictures.

Ingredients on the bottom line are unreadable.

On the left, at the top of the package, there is useless empty space.

New packaging

In the new design, we took into account all the shortcomings of the old version. We did not touch the signature color palette and color spots to maintain continuity, but picked up derivative shades and created gradients to make the palette more modern.

The logo is now located in the central part of the package, which means that promo photos will now be successful. All the elements combine to make the packaging modern and visually pleasing

Badge «Product from Italy»

Mascot

Part of badges moved here

Updated badges

Logo in the center, not to deform

References to old packaging and a shared neat vibe

Composition and key specs have moved from the bottom «line» prominently

Mascot cat as a conductor of empathy

A friendly cat becomes a kind of empathy conductor and causes positive emotions from contact with “Friends Forever” products. It is easy to remember, gives more opportunities in creating promotional materials and serves as a packaging marker.

Cat and color coding

In addition to the packaging we have drawn the badges. Each badge is an individual creative icon whose design maintains overall integrity with the visual concept of the brand.

New site contains attractive visual and selling texts

We have worked and rewritten all the texts for the site. The previous version was too watered-down and had little meaning. Now the site goes into more detail about the composition of the cat food and production, reveals the brand in more depth and focuses on the additional benefits of the product that may influence the purchase.

In the new version of the site, the main screen has an univocal and clear title, navigation has become easier, and the visual design now looks modern and elaborate.

To increase the credibility of the brand, we tell without too much modesty that the food is produced at the most modern plant in Europe (after all, this is true) and that all the attention of manufacturers is aimed at the health of cats.

Video is stronger than words: we visually show ecologically clean lands where “Friends Forever” food is produced.

The maximum space in the store is reserved, of course, for goods. Information about the composition and additives is located on a pop-up card so as not to overload the user. Stamps in the description of the food once again remind of the benefits of the product.

Reviews affect brand credibility, so they are placed on the main page and with links to sources.

Large cards with bright illustrations attract the user's attention and allow you to evaluate the quality of the product.

In the shopping cart, the information was divided into cards. This will reduce the cognitive load and it will be easier for the user to approach the checkout.

All important information is located on the summary card: order amount, selected products and promotional codes. So the client can be sure before buying that everything is correct.

In the shopping cart, the information was divided into cards. This will reduce the cognitive load and it will be easier for the user to approach the checkout.

All important information is located on the summary card: order amount, selected products and promotional codes. So the client can be sure before buying that everything is correct.