Yumpaw
The problem
Pet-food packaging lives in two modes: clinical nutrition charts or cartoonish mascots. Neither earns trust and affection at the same time.
Yumpaw needed enough warmth to connect emotionally and enough structure to hold its own on a competitive shelf — across flavours, formats, retail environments and subscription materials without the range feeling fragmented.
The solution
A mascot system that’s charming without being childish — designed so the character strengthens with each new SKU instead of diluting.
The wordmark, colour-coded flavour system and modular packaging architecture create one recognisable family. It extends into point-of-sale, subscription packaging, social content and retail applications — every touchpoint reinforcing the same personality.
