Munch Bunch is a branding and packaging design project for an organic pet snack brand based in Jakarta, Indonesia. The project focuses on building trust and warmth through a clean visual system, minimal illustration, and thoughtful packaging details that signal safety, quality, and transparency to pet owners.
Munch Bunch was created for pet owners who treat their dogs as family and expect the same care and integrity from the food they buy. The client’s vision centered on producing snacks that are genuinely safe, approachable, and honest—without relying on overly complex claims or cluttered visuals.
The brand narrative is deeply personal. The illustrations are inspired by dogs the client has had throughout their life. This emotional grounding informed a visual direction that feels contemporary yet familiar, balancing playfulness with credibility—an important consideration in the pet food industry.
The project began by clarifying Munch Bunch’s role in a crowded pet food market. Rather than competing on hyper-premium aesthetics, the brand positions itself as trustworthy, friendly, and transparent. The emphasis was on creating a product that feels safe at first glance—something a pet owner can quickly understand and feel confident choosing.
The illustration system features simplified, minimal line-based depictions of small, medium, and large dogs, ensuring inclusivity across breeds and sizes. The restrained style allows the illustrations to remain expressive without overwhelming the packaging, while a vibrant yet controlled palette was selected to create strong shelf presence while maintaining a clean, contemporary feel. The result is a system that feels modern, cheerful, and instantly recognizable.
By referencing the client’s personal history with dogs, the design conveys care, nostalgia, and authenticity. Every visual element was considered not only for aesthetics, but for how it emotionally connects the product to the everyday rituals of feeding and rewarding pets.
A defining feature of the packaging is the small transparent window, intentionally integrated to reveal the product inside. This design choice reinforces honesty and trust, allowing customers to visually assess the snack before purchasing. The layout itself is deliberately straightforward, prioritizing clarity over excess information. Typography, illustration, and colour work together to guide the eye naturally, supporting quick decision-making in retail environments while maintaining a warm, approachable tone.
