① design
② art
③ information
itslife 它一生
year:2024
client:
Itslife focuses on the field of pet food and supplies, dedicated to creating a product and pet system "born for them".
The delicious food is specially created for "them". It is a pet brand that starts from "their" perspective.
Driven by the core concepts of "health, safety, nature, pet - centered, and love", the brand designs and develops its products. Based on the
special gastrointestinal digestion characteristics of cats, fresh meats, natural grains, and beneficial fruits and vegetables are selected as
ingredients to ensure a balanced supply of nutrition and facilitate the growth of cats. The brand design takes the "pet - perspective" as a key
entry point, breaking through the limitations of the conventional human - centered perspective.
The iconic icon is abstracted from the shape of a cat's eye, outlining a round and coherent contour. Combining the concepts of connection and eternity,
it is integrated into the brand symbol. According to the research results of the color gamut perceived by cats' vision, the key
real colors are extracted, re - arranged using design logic, and a unique brand pattern is achieved, producing colors that are the same as those seen
from a cat's perspective. Starting from their perspective, we understand a cat's life and experience a cat's vision.
它一生 itslife专注于宠物食品与用品领域，致力于打造「为它而生」的产品宠物体系。美味，专为「它」生，从「它」视角出发的宠物品牌。
品牌以 “健康、安全、自然、以它为本、爱” 为核心理念驱动设计与研发。基于猫咪特殊的肠胃消化特性，在食材选取新鲜肉类、天然谷物及有益蔬果，
保障营养均衡供给，助力猫咪成长。品牌设计以“它视角” 作为关键切入点，打破常规人类中心视角局限。
标志性 icon 从猫眼睛形态抽象而来，勾勒圆润且连贯的轮廓，结合链接与永恒的概念，融入品牌符号。配色依据猫视觉感知色域研究成果，
提取真实的关键色彩，运用设计逻辑重组排序，实现独特品牌纹路，产生和猫视角相同的色彩。从它的角度出发去理解猫的一生，去感受猫的视野。