The founders of Bax’s Food named the brand for the love of their Shar Pei called Bax. They began with making ecological and healthy food for their own dogs, without using any conservants and additives. Later on, inspired by Bax’s love for the food, the idea of launching Armenia’s first ecologically friendly pet food brand was born, bringing the couple to Indigo Branding Agency.
The touching story behind the company’s establishment, its locally-pioneering nature and the fact that success for such a business is highly dependent on future customer perception, reinforced our commitment to this project and our team has put tremendous effort to create branding and packaging concepts that delivered a clear message about brand identity and values.
Green and craft brown were chosen as the corporate colors to convey the idea of eco-friendly, natural, and handmade food.
The patterns applied in the branding and packaging came from the dalmatian’s skin marks, used to create a clear association with pet dogs. Moreover, since wet noses signify dogs’ wellness, we decided to use its form as a base for the logo, to show the correlation between quality food and dog’s health and wellbeing.
The colors and patterns are also omnipresent in the social media post designs, where they are used in order to remind about and further highlight the story and values of Bax’s Food.