Hojja Rebranding
Branding, Packaging, Photography
Hojja set out to bring a fine dining experience to cats, a concept still uncommon in Taiwan's pet food market. The brand already had its mark in place when this project began, with Hojja bringing the logo and a request for a packaging system and photography direction to match its ambition. Western dining culture became the reference point: the kind of visual language that signals trust and quality at a glance, translated into cat food packaging.
Client
Hojja (James Shih)
Location
Taiwan
Year
2024
The series spans large food pouches, snack pouches, and canned wet food, each needing to read as premium while staying instantly recognisable as part of one family. Black runs through everything as the base, paired with a distinctive Pantone orange on the pouches and a bronze-gold on the cans, a small shift that separates product lines without breaking the overall identity. A consistent set of rules for hierarchy, flavour colour-coding, and format adaptation let the system flex across sizes and packaging types, built for both shelf display and the smaller scale of an e-commerce thumbnail.
The photography leans into fine dining cues: gold cutlery, granite surfaces, white cement textures, the kind of props that wouldn't look out of place on an actual dinner table. That same tabletop language carried across a set of premium background tones, pale pink, soft lilac, beige, grey, black, giving the brand a flexible pool of campaign imagery to draw from as it expanded into e-commerce.
Across formats, flavours, and shifting campaign backdrops, the packaging and photography held to one visual language, keeping Hojja's premium tone consistent as the product line grew. That groundwork would later carry into a full rebrand of the identity itself.
Credits
Art & Creative Director
Rebranding
Set Design
Photographer
Retouching
Cat Model
Pet Model Agency
On-Set Animal Handler
Photography Props
Special Thanks
Coby Huang, Jian Xin Wang
Jian Xin Wang
Coby Huang, Jian Xin Wang
Stanley Chen
Jian Xin Wang
Pineapple ( 菠蘿 )
LIU Photo Studio
LIU Photo Studio
Photo-Props Taichung
Sydney Sie