ItsLife 它一生
Category
Brand Identity
Year2025Client：Shella
Industry
Pet Food & Pet Supplies
Designer
Aaron Zhao
ItsLife 它一生是聚焦宠物食品与用品的专业品牌，秉持 “以宠物为本” 的核心理念，围绕健康、天然、安全标准研发猫粮产品，根据猫咪肠胃生理特点甄选鲜肉、天然谷物与果蔬，实现科学均衡的营养配比。品牌视觉彻底跳出人类中心化设计思维，以猫咪主观视角为核心创作逻辑。标志性图形由猫眼形态抽象提炼，流畅闭环线条隐喻人与宠物长久联结；色彩体系依据猫咪可视色域科研成果提取重组，还原猫咪眼中的真实视觉世界，用整套视觉语言践行读懂宠物、尊重宠物一生的品牌初心。
ItsLife is a brand focusing on pet food and supplies, which develops cat food strictly following the concepts of health, safety and naturality. Ingredients are selected based on cats’ gastrointestinal characteristics to deliver balanced nutrition. Breaking the human-centric design mindset, the brand’s visual system adopts a feline perspective as the core strategy. The iconic logo is abstracted from cat eyes, whose continuous outline symbolizes the everlasting bond between pets and owners. The colour palette is reconstructed from the actual visible spectrum of felines, presenting the world as cats perceive it and interpreting the brand’s original intention of respecting every stage of a pet’s life.