Attracting Customers With Delightful New Packaging Design for Dog’s Food Supplements and Food

Mlem: The name says it all. Based in Australia, we produce dog food and supplements that are as delicious as it is nutritious, and we’re so excited to share them with you. We know your dog is the best part of your day, and we want him or her to feel just as good as he or she makes you feel! We think about your dogs when we make our products, because we know just how important it is for them to have a healthy diet that’s free from additives, artificial flavors, and colors.

Our products are made with real ingredients like chicken breast and peas, which means your pup will be getting the best nutrients possible without any of those nasty chemicals that can mess with their tummies. Insigniada’s main objective was to properly showcase the quality of Mlem’s products and grab customers attention, both on shelves via packaging and online via great imagery and thumbnail designs.

The sound/meme ‘mlem’ originates from dogs licking their own mouth/face when eating a tasty meal and feeling satisfied overall. That’s why we decided to implement the flow and tongue motion into the concepts. In the end, Elliot (the owner) had chosen the bold mlem wordmark with the modified ‘e’ which resembles mlem motion.

After we’ve chosen the logo, we’ve explored some general packaging options (started with the main food products) and presented 2 directions to Elliot. After some discussion, both of us agreed on the second route and typography style, although v1 also looked quite appealing to him.

During the pandemic, and even before, I had this dream of opening my brand with food and supplements for dogs, to help them live their best lives. Finally, with the support of my wife, I decided to take a plounge and invested into Mlem. And to be honest, I couldn’t even imagine how good looking it is! So grateful for what Insigniada did for me, the collaboration was smooth, creative and full of understanding and patience from Ivan.

– Elliot Cooper / Mlem founder