Branding | Art Direction | Graphic Design | Brand Strategy
📍 Iberia | Pet Food Industry
📍 Iberia | Pet Food Industry
SITUATION
Armentum Pet Food is a growing Iberian company dedicated to producing and marketing Super Premium pet food for dogs and cats of all breeds. Known for its quality ingredients and commitment to animal health, the brand had built a strong local presence. However, during the COVID-19 lockdown, shifting consumer behavior, new product lines, and a desire to expand beyond its traditional audience called for a strategic brand transformation.
TASK
Amid the uncertainties of the pandemic, I volunteered to support national businesses by helping them sharpen their communication tools and reposition themselves for resilience and growth. Armentum, undergoing internal structural changes and expanding its offerings, needed a full rebranding to reflect a more modern, premium, and lifestyle-oriented identity.
The goal was to reposition the brand to appeal to a broader, more design-conscious audience, while still retaining trust with its existing customer base.
The goal was to reposition the brand to appeal to a broader, more design-conscious audience, while still retaining trust with its existing customer base.
ACTION
As Lead Brand & Art Director, I guided the full transformation of Armentum’s visual identity and communication assets:
• Logo Evolution: Refined and modernized the original logo, improving legibility and aligning with premium market positioning
• Color Palette Refresh: Introduced a sophisticated color system that communicated quality, trust, and modernity
• Visual Language: Developed a clean, modular system for packaging, labels, and marketing materials
• Photography & Video Art Direction: Defined a new art direction featuring lifestyle-inspired pet imagery, emphasizing vitality and care
• Digital Assets & UX: Created branded assets for social media, online ads, and website design upgrades
• Brand Guidelines: Delivered a full brand manual to support consistent implementation across channels
• Logo Evolution: Refined and modernized the original logo, improving legibility and aligning with premium market positioning
• Color Palette Refresh: Introduced a sophisticated color system that communicated quality, trust, and modernity
• Visual Language: Developed a clean, modular system for packaging, labels, and marketing materials
• Photography & Video Art Direction: Defined a new art direction featuring lifestyle-inspired pet imagery, emphasizing vitality and care
• Digital Assets & UX: Created branded assets for social media, online ads, and website design upgrades
• Brand Guidelines: Delivered a full brand manual to support consistent implementation across channels
RESULT
The rebrand successfully transitioned Armentum from a traditional pet food supplier to a premium lifestyle pet wellness brand, ready to expand in new retail markets and digital channels.
• Increased customer engagement and positive feedback from both end-users and distributors
• Refreshed packaging and digital presence contributed to higher perceived value
• Enabled the brand to stand out in a highly competitive space through strong design storytelling
• Empowered internal teams with clear visual guidelines and brand consistency
• Increased customer engagement and positive feedback from both end-users and distributors
• Refreshed packaging and digital presence contributed to higher perceived value
• Enabled the brand to stand out in a highly competitive space through strong design storytelling
• Empowered internal teams with clear visual guidelines and brand consistency
IMPACT
More than just a cosmetic update, the Armentum rebrand reshaped the company’s strategic positioning, enabling it to evolve with its consumers and compete with global names in the pet wellness industry. This project was also a personal highlight created with purpose during lockdown as a way to help small businesses thrive through.
