WELLBI BRAND DESIGN

WellBi is a long-established pet-food brand seeking to strengthen its presence in a rapidly evolving market. After more than a decade with the same identity, the brand required a contemporary visual system that could elevate its professionalism while retaining the emotional familiarity valued by loyal customers. This project adopts a gradual evolution strategy rather than a disruptive redesign, ensuring continuity while enabling growth.
The refreshed identity amplifies WellBi’s core values—affordable quality and trusted companionship. The Chinese logotype was redrawn with cleaner strokes and enlarged to serve as a strong visual anchor across packaging and large-format applications. The script-style English wordmark introduces a refined, approachable tone. The brand color system centers on a deep, trustworthy blue, complemented by a structured secondary palette for clear product differentiation.
The packaging system focuses on clarity, approachability, and high shelf visibility. Bold color segmentation, simplified information hierarchy, and direct-gaze pet photography enhance emotional engagement and help consumers quickly identify the right product. The visual system extends seamlessly across media—from dry-food bags and cans to truck graphics, flags, and digital channels—ensuring consistent expression at every touchpoint.
The new identity enhances WellBi’s distinctiveness, strengthens brand recall, and provides a scalable foundation for future growth. With a visual language that blends warmth and professionalism, WellBi is positioned to expand its reach and remain competitive in the modern pet-food landscape.