In a marketplace crowded with pet food products that often blur into sameness, HiRaw! has carved out a bold and distinct identity—one that redefines what it means to feed your pet well in Vietnam. Since launching in 2018, the company has positioned itself as more than just a pet food manufacturer. HiRaw! is a celebration of the vibrant personalities of pets and the unbreakable bond they share with their humans, expressed through design, storytelling, and of course, delicious raw meals.
Their meteoric rise in the Vietnamese pet food scene wasn’t by chance. It was the result of a clear commitment to high-quality ingredients, advanced European processing technologies, and innovative cold storage methods. Wrapped in functional, chub-style packaging, HiRaw! meals quickly became the go-to for pet owners seeking fresh, nutrient-rich options for their cats and dogs.
But with growth came new challenges.
The Rebrand: A Bold New Vision
HiRaw!’s early branding, while well-intentioned, couldn’t keep up with the company’s evolution. It lacked cohesion and impact, making the brand susceptible to imitation and less recognizable on shelves. The company needed a brand refresh—one that would reflect its unique values, protect its identity, and solidify its position as a leader in the pet nutrition market.
Enter M — N Associates, a Ho Chi Minh City–based creative agency known for transforming local brands into memorable experiences. Together, they set out to redefine HiRaw!’s visual and verbal language with a singular guiding principle: “Deliciously Raw for All.”
This wasn’t just a catchy tagline. It became the heartbeat of the new identity—a promise of inclusivity, authenticity, and wholehearted care for every pet.
Branding That Speaks to the Heart
At the core of the new brand strategy is the celebration of pets—not as generic consumers, but as unique individuals full of quirks, energy, and love. The team envisioned a brand that would be bold and modern, yet not afraid to have fun. It had to be visually strong, emotionally resonant, and consistent across all touchpoints, from packaging to social media to in-store displays.
The new identity system achieves this through a raw, expressive design language. It taps into the natural, unprocessed appeal of raw food, blending this idea into every aspect of the visual system. The colors, typography, and illustrations all reflect this honest and tactile approach.
The custom MN Raw typeface plays a starring role. Inspired by the texture of mixed raw food, the font is unapologetically quirky and textured, designed to feel real and a little bit wild—just like the pets it represents. Supporting this is NaN Holo Narrow and Condensed, a playful yet structured font that balances the brand’s more eccentric elements with legibility and charm.
From Functional to Fantastic: Packaging That Pops
HiRaw!’s packaging was overhauled not just to be visually attractive but also to communicate clearly and effectively with a diverse audience. The design splits the packaging into two distinct panels: a bold, commanding front that spotlights the HiRaw! logo, and an informative back that shares product details in both Vietnamese and English.
This dual-language approach is essential for reaching local consumers while also reflecting the company’s global aspirations. But what truly sets the packaging apart is its sense of personality. From the custom fonts to the playful illustrations—even down to the whimsical barcodes—each element is designed to evoke a smile. The chub packaging itself becomes a character in the story, rather than just a container.
Recipe names have also been reimagined to be more engaging and memorable. Rather than cold technical labels, they now reflect the fun, light-hearted spirit of the brand. This subtle but clever shift strengthens the emotional connection with customers—people don’t just buy pet food; they buy into a joyful, shared experience with their pets.
A Tone of Voice That Connects
One of the most impressive aspects of the rebrand is its verbal identity. The tone of voice is warm, playful, and human. It reflects the language pet lovers naturally use when talking to or about their furry companions—enthusiastic, affectionate, sometimes a little goofy. In a category where many brands take a clinical or overly serious approach, HiRaw! stands out by speaking from the heart.
This tone is evident not just in marketing materials but in the way product descriptions and messages are crafted. Everything is designed to make the customer feel included and understood, turning everyday purchases into moments of connection.
From Shelf to Soul: A Brand That Lives and Breathes
The success of HiRaw!’s rebrand lies in its ability to turn a functional product into a fully realized brand world—one that feels alive, emotionally engaging, and above all, real. Whether you’re browsing the freezer section at your local pet store or scrolling through HiRaw!’s digital content, the brand is unmistakable. It radiates energy, care, and creativity.
By blending the raw authenticity of their product with a bold creative vision, HiRaw! and M — N Associates have created a brand that not only feeds pets but nourishes the connection between pets and people. It’s a powerful reminder that great branding doesn’t just sell—it speaks, connects, and builds community.
In an age where consumers expect more from the brands they support, HiRaw! delivers with heart, humor, and unflinching originality.
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