Nouvel
Scope
Naming
Brand Identity
Brand Guideline
Packaging Design
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Nouvel stands for Novelty Grade Dog Food, created with a different approach to everyday nutrition.
Free from chicken and beef, and made without corn, pea or soy, Nouvel challenges the conventions of conventional dog food with a more considered ingredient philosophy.
The brand was created to give modern dog owners a new choice: dog food that feels distinctive, thoughtful and uncompromising in what goes into the bowl.
JED Creative developed Nouvel's brand identity and packaging system to express this difference, creating a visual language that feels fresh, confident and contemporary, while making the brand's unique proposition easy to understand.
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Dog food is often dominated by highly functional communication, photography of dogs and conventional nutritional cues.
Nouvel offered an opportunity to take a different approach.
Rather than making the brand feel overly technical or clinical, we created a more contemporary and expressive identity that could appeal to modern pet parents while remaining clear and accessible.
The result is a brand that feels friendly and energetic without losing its sense of quality.
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The visual language combines a bold wordmark with a distinctive graphic system designed to create recognition across the range.
Rather than relying heavily on conventional pet food imagery, the identity uses typography, colour and graphic elements to give Nouvel its own character.
This creates a look that is playful enough to connect with pet owners, while remaining clean and contemporary.
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Nouvel's product range includes different flavour combinations such as Duck, Duck & Lamb and Duck & Fish.
The challenge was to make each variant easy to identify while maintaining a strong relationship across the entire portfolio.
JED developed a flexible packaging architecture that establishes a clear hierarchy between the Nouvel master brand, product variant and key information.
The system allows each product to have its own personality while still looking unmistakably part of the same family.
