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Detenele
Archaeal Probiotics
Client
Detenele
Service
Logo Design
Visual identification system
Packaging design
Team
CD:Kevin
D:dididubi
3D:7%
T:2025.07
Detenele
Service
Logo Design
Visual identification system
Packaging design
Team
CD:Kevin
D:dididubi
3D:7%
T:2025.07
Through systematic full-brand design and a differentiated visual strategy, Detenele has successfully helped this emerging pet health brand stand out in the highly competitive pet health supplement market. As an agency operator of well-known foreign pet food brands, the brand’s parent company has been a sales champion for many consecutive years on leading e-commerce platforms such as Douyin, Tmall, and JD.com, and possesses deep e-commerce operational strength and channel resources. The brand has appeared at the 8th China International Import Expo, exhibiting alongside 16 renowned global pet brands including Oven-Baked, Ruffwear, Royal Canin, and PETKIT, marking that Detenele has entered the ranks of internationally renowned brands widely popular in the Chinese market. With its unique “hourglass” symbol and high-saturation visual language, the refreshed brand visual system has achieved differentiated brand communication on sales platforms, laying a solid visual foundation for the brand’s continued expansion in the hundred-billion-yuan pet health market.
Detenele is a high-end evidence-based nutrition brand focused on the entire pet lifecycle. Driven by a dual approach of “formula-level age segmentation + service-level age segmentation,” it covers three-stage precision nutrition solutions for young pets, adult pets, and senior pets. All products are developed based on clinical research in global veterinary nutrition. The brand’s parent company is the agency operator of a well-known foreign pet food brand. “Wait for it to arrive, wait for it to grow, wait for it to age” is the brand’s spiritual core, intended to express the special emotional relationship between people and pets, one comparable to that between parents and children. The brand is positioned as a pet health lifestyle brand sold globally, with products covering categories such as pet probiotics and nutritional supplements.
The core objective of this project is to help the brand establish a differentiated, emotionally resonant visual identity system in the pet health supplement market. Starting from the brand name “Dengta” (Detenele), we created an hourglass auxiliary graphic based on the Chinese character “wait”. The hourglass itself carries the dual meanings of “waiting” and “time”—echoing the brand’s spiritual core of “wait for it to arrive, wait for it to grow, wait for it to age,” while precisely conveying the emotional narrative of companionship throughout a pet’s full lifecycle, from youth to old age. Simple geometric elements are easy to recognize and low in memory cost, can be used clearly across various layouts and materials, and connect with consumers’ personal emotions, completing the brand’s emotional communication. In packaging design, silver cardstock and high-saturation vibrant colors are used, differentiating the brand from the mostly cute or IP-style designs on the market and forging a distinctive path in visual communication that stands out on sales platforms. Through this comprehensive brand design system combining emotional warmth, recognition efficiency, and differentiated visual identity, Detenele has successfully established a pet health brand symbol with strong visual recognition, clear brand positioning, and emotional resonance, laying a solid visual foundation for the brand’s continued expansion in the global pet health supplement market.
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