“A brand identity and packaging system for a new line of natural dog food developed by Planeta Huerto, rooted in symbolism, illustration, and geometric design.”
Project Description
This project was created for a new dog food line under the umbrella of Planeta Huerto, one of Spain’s leading eco-conscious marketplaces. The objective was to design a fresh, memorable, and emotional brand that would resonate with dog owners looking for quality and care in what they feed their pets.
I was involved in the entire creative process, from early conceptual development to the final artwork delivery for production. The key visual is a stylized totem made up of different dog breeds and symbolic elements that evoke protection, vitality, and natural energy.
Context & Visual Approach
We created a bold and geometric visual language, mixing tribal inspiration with modern aesthetics. The central totem illustration functions both as a decorative anchor and as a narrative symbol, reflecting the values of companionship, strength, and care.
Color coding, structural hierarchy, and typographic clarity were carefully defined to brand unity.support differentiation between product types while maintaining
Role & Tools
Role: Graphic Designer · Illustrator · Packaging Designer
Responsibilities: Concept ideation · Visual storytelling · Branding system · Illustration · Layout design · Artwork preparation for production
Tools used: Adobe Illustrator · Photoshop
▮ Concept proposals – Front and back layout sketches
Two initial design proposals showcasing different visual directions for the packaging. The final version combined the front layout of one with the back of the other.
▮ Print-ready final files
Final production files prepared with precise specifications and bleed settings, ensuring smooth execution during the printing process.
Salmon Can
2kg Salmon Feed
12kg Salmon Feed
Chicken Can
2kg Chicken Feed
12kg Chicken Feed
▮ Illustrated dog totem artwork
Custom illustration developed as the visual centerpiece of the packaging, combining storytelling and symbolism to emotionally connect with dog owners.
▮ Final product photography
High-quality photos showing the completed packaging applied to the physical product, styled with dog food to highlight the brand in a realistic context.
Outcome & Experience
This project allowed me to work within a coordinated marketing team and contribute to a campaign aimed at increasing engagement and conversion during a key commercial season.
It helped me refine my ability to execute detailed visual assets across various formats while maintaining consistency and quality.