Deliciously Raw for All

Agency: M — N Associates

MN Raw by M — N Associates for HiRaw! Rebrand

Illustration on barcode by M — N Associates for HiRaw! Rebrand

HiRaw! Rebrand by M — N Associates


In 2018, HiRaw! set out on a bold mission to transform the way BARF (Biologically Appropriate Raw Food) food is perceived in Vietnam. Their dedication to excellence propelled them to become a leading pet food manufacturer by incorporating advanced European technology, meticulous cold storage practices, and functional chub packaging. Their commitment to providing tasty and nutritious meals quickly made them the top choice for pet owners throughout Vietnam. The guiding principle of HiRaw! revolves around the concept of "Deliciously Raw for All". This ideology inspired us to create a strategic cohesive brand platform that unites and celebrates the love, joy, and individuality of dogs and cats within HiRaw's brand universe. The essence of rawness takes center stage within the brand identity, resonating throughout the entire system, including typography, graphic elements, illustrations, and art direction for photography. This infusion of raw authenticity imbues HiRaw! with a distinctive and lively personality. The custom MN Raw font incorporates the texture and essence of mixed food, further enhancing the raw aesthetic.

This professional campaign titled 'Deliciously Raw for All' was published in Vietnam in July, 2023. It was created for the brand: HiRaw!, by ad agency: M — N Associates. This Design, Digital, and Integrated media campaign is related to the Food and Pets industries and contains 15 media assets. It was submitted 3 months ago.


Design firm: M — N Associates
Creative Director: Duy — N
Art Director: Anh Nguyễn
Designer: Quân Nguyễn, Bảo Trương, An Phạm, River Nguyễn
Producer: Thảo Nguyễn
Project Manager: M — Lan, Quân Nguyễn, Dao Võ
MN Raw: Duy — N, Bảo Trương, Phúc Trần
NaN Holo: NaN
Photography: Wing Chan
​​​​​​​Digital Retoucher: An Nguyễn, Phúc Trần
Food Photography: Minim
Cinematography: Lâm Uy Huỳnh


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