AIXIA

Case detail

In this branding project for a pet food maker with some well-known products, Kurokan ("black can") and Kinkan ("gold can"), Gramco provided total support for its name change from the old-fashioned Maruha Pet Food Co., Ltd. Our input extended from research to conception, brand description, brand visualization and brand experience design. The brand logo gives shape to the abundant affection between pets and people ("Ai" and "iA": ai is the Japanese word for "love") and firm bonds ("X") that connect them. The inverted "i" at right is an exclamation mark giving visual expression to the company's ability to move people. The brand slogan, aisuru, shiawase ("happiness through love"), with its promise of "nurturing affection between pets and people and creating happy lives" was the origin of the company name AIXIA.