LICKPAW is a young and energetic pet food brand. In the process of designing the packaging of LICKPAW series, we needed a visual identity with certain differentiation that can run through the whole series, so consumers can quickly identify and feel the characteristics of the brand. Youth, vitality, and fun are the feelings we wanted to convey to consumers in this series of packaging. In this packaging design language, we adopted an irregular “fragmented” design, designed fun graphics for each different product, and unified a image of a cat licking, so that the whole package series formed sys- tematically.