Creative Agency: Getbrand
Project Type: Produced, Commercial Work
Client: MiniMe
Location: Moscow, Russia
Packaging Contents: Pet food
Packaging Substrate / Materials: Cardboard, glass

MiniMe introduced a new format for pet food in the Russian market – fresh full-fat food without chemicals and preservatives in the premium category. Our team was pleased to create the design of the new brand of the company «Murchello».

The slogan of the company MiniMe – “food for people” – gave the idea to create a premium line of restaurant dishes for mustached gourmets. The recipe of each jar sounds like a dish from a gourmet kitchen, able to satisfy even the most demanding mustachioed gourmet: terrine, fricassee, befstroganov. The composition of the food is so thought-out and natural that you can safely offer this delicacy to a person. A purring cat is a happy cat. That’s why the name «Murcello» is the personification of happiness and pleasure that a cat receives when the owner brings her a jar of fresh ragout. We were asked to create a design of packaging that corresponds to the exacting tastes of the audience and demonstrate their love for pets.

Each jar is a truly royal treat. That is why the box is decorated with a red ribbon, folded in the form of a heart – a clear and transparent metaphor for love and care. The heart is crowned with a symbolic cat with a crown on its head – a simple and easily readable symbol of premiumity and exclusivity of the product. The end result is an easy and bright design, revealing owner’s love and attention, who surrounds his cat with royal care and treats her like a princess.

«Murchello» – a real delicacy, capable of delivering an incredible pleasure to cats.