MUPO
Visual
feeding love, one thoughtful portion at a time.
In a market crowded with loud claims and indistinguishable packaging, the brand set out to communicate something more grounded. Instead of positioning itself as just another pet treat, it reframed the experience around the bond between pets and their owners. Food, care, and connection form the core trio that defines the brand, reflected in every detail—from the consideration behind portion sizes to the integrity of each blend and the precision of the freeze-drying process.
The creative direction communicates trustworthy nutrition through clarity, warmth, and ingredient-led honesty—balancing joy with credibility. Every bite becomes a moment of connection, a quiet gesture that says, “I see you. I care for you.” Because feeding is more than nutrition; it is an act of nurturing trust, joy, and togetherness. The brand speaks especially to pet parents who treat feeding as a ritual of care—those who see their pets as family and value the sincerity of clean ingredients.
The name MUPO was born from two simple ideas: munch and portion. From concept to bowl, it reflects a commitment to elevating pet nutrition through thoughtful design — and the deeper meaning behind the love shared with pets. The tone of voice stays warm, reassuring, and delightfully simple, mirroring the tenderness of a pet parent rather than the noise of typical pet-food claims.
The visual language builds on soft curves and gentle motion, echoing wagging tails, curious nudges, and the soft brush of a paw—the small gestures that express closeness. Each touchpoint reflects the micro-moments we cherish with our pets: wonder, playfulness, comfort, and loyalty, shaping a brand that celebrates the everyday beauty of companionship.
The colour palette emerged from functional requirements rather than aesthetic preference alone, chosen for its softness, clarity, and inviting presence. This emotional grounding extends into the packaging—intuitive to pick up, simple to understand, and effortless to love. Approachable typography supports a set of childlike illustrations, intentionally crafted to capture innocence, joy, and the “forever baby” quality we see in our pets.
2025
Photography:
Matter of Something
Services:
Brand Identity
Strategy
Art Direction
Naming
Packaging Design
Digital Content