创意说明

当宠物被视作家庭成员，宠物食品包装设计转向精细化表达。璞萃围绕宠物的专属仪式感展开创作，融合东方宫廷规制与现代养宠情感，以古典美学重塑产品视觉，赋予日常喂食场景独特的画面意境。整体采用传统框景构图，金色边框勾勒出独立空间，搭配灯笼、流苏、金纹朝服等古典元素，辅以温润素雅的配色，营造典雅内敛的格调。主体形象选用半身特写，宠物配以冠冕、玉佩、刺绣服饰，细腻手绘笔触还原毛发、配饰与织物肌理，尽显工艺匠心。画面增设飞鸟环绕的构图形式，以簇拥姿态凸显视觉中心，动静结合间呼应宫廷意境，也诠释出宠物被珍视的情感内核。

文字系统以锦旗为载体打造御笔题字样式，书法字体兼具庄重与灵动，搭配品牌印章强化主题调性与品牌辨识度，跳出常规信息排布形式，实现图文风格高度统一。系列产品保持视觉体系连贯统一，犬粮延续框景、装饰纹样与色彩基调，仅在主体形象上做差异化处理，侧面图形元素也为系列视觉延伸搭建完整框架。整套设计构建起风格统一的视觉体系，降低视觉识别成本，将用心呵护宠物的理念具象化，让产品价值与情感温度通过设计全面传递。

As pets increasingly become part of the family, pet food packaging has shifted toward more refined emotional expression. Puchui builds its identity around a sense of ritual and care, combining traditional Eastern court aesthetics with contemporary pet culture. Framed compositions, gold borders, lanterns, tassels, and ceremonial-inspired details are paired with soft, understated tones to create an elegant visual atmosphere. Detailed pet portraits featuring crowns, jade ornaments, and embroidered garments are rendered through delicate hand-drawn textures, while surrounding birds reinforce the sense of care and attention centered on the pets.

The typography system draws from imperial banners and calligraphic inscriptions, strengthening both cultural character and brand recognition. Across the product line, consistent framing structures, decorative motifs, and color palettes create a unified visual system, with differentiation focused on the pet imagery itself. The overall design transforms the idea of caring for pets into a cohesive and emotionally expressive brand experience.

创作信息

作品名称：璞萃 鲜肉烘焙猫粮 品牌持有：福州璞萃宠物用品有限公司

遇义团队成员

原创设计：陈 义文  许 英达 视觉表现：董    天 插画设计：花椒的Alex 运营推广：吕 宇星  王    钰