FLUPS↗

FLUPS is a pet-food brand centered on the pets themselves. They are curious, picky, and know exactly who runs the house. We built the visual communication around this everyday closeness with cats and dogs.

The brand needed an expressive image that works on packaging and stays recognizable in advertising. We combined contrast graphics, vivid animal imagery, and short humorous lines — so every medium carries the FLUPS character.

ZOND’s task was to create a complete identity for a pet-food brand. It had to catch attention quickly, stay readable on a small label, and work with equal confidence on a billboard and in a social feed.

It was important to convey care without excess sentimentality. So animals with recognizable habits became the main heroes, while graphics and tone supported their playfulness and independence.

A plastic purple mark pairs with the Flups name and develops into a free organic pattern. Its fragments change scale and composition: filling a label, underscoring a message, or becoming the main element of a medium.

Electric Indigo on black and white builds the palette base; green and coral add accents. Codec Cold shapes the logo character, while Gilroy supports clear typography. Animal photography and short ironic lines keep the system alive.

FLUPS received a visual system with logo, pattern, palette, typography, and icons. Its application is shown on pet-food packaging, ad layouts, stationery, merch, and social media design.

Shared elements connect different formats: the brand is recognizable on a small label and a large poster. The system gives a base for new media and communication while keeping FLUPS’s playful, confident voice.