XIAWAN
Complete Adult Pet Food
Client
XIAWAN
Service
Packaging Design
Team
CD:Gary Lau、Kevin
D:Jiabai
3D:Junfeng
T:2022.03
XIAWAN
Service
Packaging Design
Team
CD:Gary Lau、Kevin
D:Jiabai
3D:Junfeng
T:2022.03
Following the comprehensive upgrade of its packaging visuals and material system, XIAWAN successfully expanded its presence in the mid-to-high-end pet food market, entering offline chain pet stores, pet lifestyle retailers, and premium veterinary clinics, while also building a strong online presence across Douyin, Xiaohongshu, and Tmall’s pet-focused e-commerce channels.
A key breakthrough of the project was the use of iridescent holographic packaging material, which allowed the brand to break away from the homogeneous look of standard matte plastic pet food bags commonly seen in the market. This material innovation communicates the product’s premium positioning through a more distinctive and contemporary visual language, reinforcing key brand attributes such as advanced freshness-locking technology and ocean-sourced fresh meat nutrition.
As a result, shelf impact, product recognition, and consumer trust among pet owners were all significantly enhanced. Following the relaunch, sales achieved substantial growth, enabling XIAWAN to quickly emerge as a promising standout in China’s mid-to-high-end domestic pet food category. Through the dual empowerment of material innovation and visual design, the brand successfully elevated its overall market competitiveness.
A key breakthrough of the project was the use of iridescent holographic packaging material, which allowed the brand to break away from the homogeneous look of standard matte plastic pet food bags commonly seen in the market. This material innovation communicates the product’s premium positioning through a more distinctive and contemporary visual language, reinforcing key brand attributes such as advanced freshness-locking technology and ocean-sourced fresh meat nutrition.
As a result, shelf impact, product recognition, and consumer trust among pet owners were all significantly enhanced. Following the relaunch, sales achieved substantial growth, enabling XIAWAN to quickly emerge as a promising standout in China’s mid-to-high-end domestic pet food category. Through the dual empowerment of material innovation and visual design, the brand successfully elevated its overall market competitiveness.
XIAWAN is a mid-to-high-end pet food brand centered around a fresh-nutrition philosophy. Guided by the core concept of freshness-locking technology, the brand selects premium tuna as its key ingredient and relies on advanced preservation methods to retain the original nutrition and flavor of ocean-sourced ingredients to the greatest extent possible.
The brand is committed to creating a high-quality feeding experience built around the promise of “a fresh pack every day” for beloved pets. This complete adult-stage pet food formula is scientifically balanced to meet the physiological and metabolic needs of adult cats and dogs, providing comprehensive daily nutrition, supporting digestive health, and helping extend pets’ healthy companionship with their owners.
Targeting pet-owning households that value ingredient quality and refined feeding standards, XIAWAN moves beyond the crowded low-price pet food segment to establish itself as a premium ocean-fresh pet food brand defined by quality, aesthetics, and nutrition.
This packaging project was developed around four core themes: nature, deep sea, fresh nutrition, and technology.
After in-depth research into the domestic pet food market, the design team chose to move away from the overly decorative, cluttered, and low-cost visual language commonly found in the category. The most significant innovation of the project lies in the upgrade of the packaging material itself.
Instead of the ordinary matte composite bags widely used in pet food packaging, we introduced a special iridescent holographic material. As the angle of light changes, the surface of the packaging reveals dynamic shifting halos and luminous gradients, creating a vivid visual effect that evokes the shimmering reflections of the deep sea.
A radiant halo graphic surrounding the tuna image works in harmony with the holographic material, visually translating the concept of “technology-enabled freshness locking” into a bold and memorable packaging expression.
The layout remains clean, refined, and premium, reducing unnecessary promotional clutter while clearly presenting the product’s core selling points, including fresh tuna ingredients and advanced freshness-locking technology.
The complete visual system extends across the outer packaging bags, product detail pages, and distributor promotional materials, forming a cohesive, highly recognizable, and unified visual identity for a premium ocean-inspired pet food brand.