LIFLIT, FROM EYE LEVEL

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LIFLIT, Brand Identity

Project Overview

LIFLIT is a new food brand for senior dogs developed by the parent company Wild Jelly. The new brand development project, which took place from May to September 2022, was planned to enhance leadership as a life care brand for both pet owners and dogs beyond a simple food brand and to lead the evolved form of pet culture that encompasses the entire life cycle of pets. Thus, we established the brand philosophy, developed the name, and designed the overall experience.

As the domestic pet market enters its maturity phase, the lifespan of pets has increased. Now, pet owners are concerned about "survival" and "life satisfaction" in the era of pet humanization. Thus, all pet owners who once found joy and happiness in their pets now face the reality of aging and wonder how they can coexist happily with their pets for as long as possible.

LIFLIT started with the meaning of "Little Life," signifying the life of small things. Raising senior pets is a noble commitment of pet owners to share all their time from the beginning to the end.

Therefore, choosing food is not only a matter of taste but also a consideration of nutrition. While raising pets, we try at least a few food distributions. This process can be quite exhausting, but it is also something we can't stop doing for our pets. We check their health, choose different nutrient foods at different times, and even taste the food ourselves when we feel stifled.

As we cannot communicate freely with our pets, LIFLIT is a brand that reflects the hearts of pet owners who want to give better things while looking into the eyes of precious beings they want to observe more closely. From eye level, the brand starts all activities from the height of my pet's eyes, aiming for a companion that looks at the same place at the same height during both good and bad times.

The most critical part of LIFLIT's brand experience design was ensuring that all colors selected as brand colors stay in the spectrum area closest to the colors that pets can actually see. All LIFLIT products convey the value of deep empathy that pet owners and dogs share. Therefore, although it is a food brand, we also suggested expanding into living products, such as fabrics that can be used in the space where pets and their owners live together.

The pattern of ‘LIFLIT’ sensibility was conceived from the linear logo form of LIFLIT.
Using the horizontal and vertical lines of the logo, developed a unique signature pattern.