The Pet's Table Illustration
CLIENT
Pet's table
by HelloFresh
STUDIO
JD&Co.
CONTRIBUTION
Illustration
Iconography
Email
Motion graphic
CREATIVE
DIRECTION
Dakyung Lee,
The Pet's Table team
​
DESIGN
Danie Suk
PROJECT
TIMELINE
2023
10 Weeks
Overview
​
In 2023, I had the privilege of collaborating with Hello Fresh as they unveiled a fresh pet food line, Pet’s Table. My responsibilities encompassed crafting the primary illustration for their packaging and designing emails and icons.
Playful Illustrations for The Pet’s Table
The Pet's Table wanted modern yet friendly brand illustrations to accompany the festive and delicious moments of furry companions' mealtimes. I had a lot of fun drawing these illustrations, referencing photos of all the cute dogs in the world!
Since The Pet's Table team wants to feature these illustrations across a wide range of uses—from product packages and guidebooks to social media and other digital platforms—the illustration style consists of lines and black fills.
Design Concept
In order to convey joyful impressions, The Pet's Table team wanted the dogs to look smiling and excited in the illustrations. Reflecting this requirement in my drawings, I used organic and airy lines to depict the dogs, showcasing both short and long fur. I also incorporated line breaks on their bodies to stylistically align with The Pet's Table's calligraphic logo.
Humor and Joy in Every Moment
The Pet's Table is also a very humorous brand. They care about every moment of the customer’s journey—not only for the furry companions but also for their human companions—to be joyful!
​
This "Calculating Calories" animation above is one example I drew and animated to create a fun moment for customers as they carefully order their pet food on the app.
CRM Designs for Festive Engagement
The illustration elements have been used across multiple platforms to help customers better understand The Pet's Table's pet food and menus. I also participated in some CRM campaigns. Below are email designs I created, along with additional illustrations, to send humorous and festive messages to their customers.
