wello®

Korea's first sous-vide organic raw food brand for dogs, positioned against the pastel, paw-print conventions of the pet food category. The identity holds a deliberate tension — raw meat against clinical green, handwritten warmth against sans-serif rigor — under the thesis Raw, Refined. A single fixed green, editorial typography, and protein-specific ink-mark silhouettes convert "raw" into trust without losing its wildness, reading as a human food brand rather than a feed.