Petchola True
First locally-produced grain-free dog food
Client
Petchola True
Service
Packaging, Visual Identity, Naming
Industry
Retail
Collaborators
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Petchola True is the first locally manufactured grain-free dog food in the Philippines containing 96% poultry protein in its formulation. They believe that dogs are built for a certain kind of nourishment and with this formulation, dogs now have a diet that is closer to their nature.
Our role was to bring that same consideration that they put into the formulation into the design of the brand. Beyond identity and packaging, we needed to develop the brand’s visual language, and carry it through to its first e-commerce assets and social media presence for a seamless brand launch.
True to their Nature
The brand's central idea lives in its name. 'True' is not just a commitment to honest ingredients but bring us back to dogs’ original diets, and also reflects owners who want more than what the mainstream offers. This became the foundation for everything, to build a brand that doesn't perform wellness, but is built on it.
The main visual expression of this idea is the wolf shadow. Each size-specific dog illustration casts the silhouette of a wolf. It is a quiet reference to ancestry, to instinct, to what dogs are underneath domestication.
The Spirit of the Great Outdoors
The packaging sets each variant against a colorful outdoor landscape, placing the dog in an environment that reflects its energy and spirit. The palette shifts across breed sizes and life stages and uses warm oranges and deep purples that make the packaging bold and legible on shelf.
The design is meant to be eye-catching without being too loud. It communicates premium quality and active vitality in the same breath in order to appeal to the discerning pet owner without losing approachability.
A Formula with Nothing to Hide
Petchola True is a limited ingredient diet, built from premium and natural ingredients. No soy, no wheat, no corn, no fillers, no artificial flavors or colors. The Powerful Complex — a unique blend of coconut oil, moringa, and aloe vera — supports coat health, long-term wellbeing, and immune function.
The back of the packaging communicates this clearly and confidently. Every claim is substantiated. Every ingredient has a purpose. The data and information are displayed in a way that is easy to understand and provides a sense of assurance and authenticity.
From Packaging to Platform
Petchola True launched into the Philippine market with a full suite of brand touchpoints. Starter e-commerce assets were developed for Lazada and Shopee. Social media templates and messaging points gave the brand a consistent voice as it introduced itself to dog owners across the country. Regardless of medium, the idea still remained the same that Petchola True genuinely understands what dogs need to bring out their true selves and they do this by providing real nutrition through real ingredients.