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Cerulean Technologies · 2023–2025

Canidae: marketing a US pet food brand in China

Cerulean Technologies ran marketing for Canidae across Asia-Pacific. As a part-time marketing design intern on the China team, I turned the brand’s US material into packaging, social posts and event signs for Chinese shoppers.

Role
Marketing design intern (part-time)
Where
Remote, China market
Channels
Tmall, RedNote (Xiaohongshu), Douyin, events
Tools
Illustrator, Photoshop, Premiere Pro
Three Canidae Pure trial-size bags: cat chicken, dog duck and dog salmon

Trial-size packaging

Canidae gave out small sample bags at events and with online orders. I adapted the US front-of-pack designs to the 85 g and 120 g formats and set the Chinese back-of-pack copy: ingredients, guaranteed analysis and the feeding guide.

Flat print artwork for a Canidae All Life Stages 120 g sample bag, front and back
Print-ready flat artwork for a 120 g bag, front and back.
Chinese ingredient and feeding-guide panel for Canidae Pure duck and sweet potato dog food
Chinese back-of-pack panel: ingredients, analysis and a feeding table by dog weight.

Turning selling points into social content

To back up claims like “low fat” and “easy to digest”, we ran simple side-by-side tests against four other brands and photographed them. Those photos and messages then went into posts on RedNote (Xiaohongshu) and product graphics on Tmall.

I also helped choose KOLs (influencers) and run paid ads.

Kibble from five brands left on paper; Canidae leaves the fewest oil marks
Oil-on-paper test: less fat soaks through.
Kibble soaking in a clear cup of water
15-minute soak test.
Canidae Pure next to Nature's Variety, Taste of the Wild, Acana and Fromm, with bowls of each kibble
The competitor line-up.
A RedNote post of a white poodle eating Canidae kibble next to the bag
An influencer post on RedNote pushing the low-fat message.
Orange Tmall graphic with a dog, calling out 8% crude fat and 24% crude protein
Tmall product graphic: layout and copy (stock dog photo).

Event kit

Die-cut hand signs for mall and in-store events, each carrying one message:

  • “Low-allergy, easy to digest”
  • “A sustainable, natural diet”
  • “Scan to join the official community”

The same die-cut style ran through the displays and the branded bandanas the dogs wore.

Teal stomach-shaped hand sign: Canidae Pure, low-allergy and easy to digest
Navy arched hand sign with a food bowl icon: a sustainable, natural diet
Orange hand sign with a dog icon and QR code to the official community
Canidae display at a mall event in Chongqing with die-cut signs and product bags
The kit in use at a mall event in Chongqing.
A white poodle wearing a cream Canidae-branded bandana
Branded bandana.

Canidae’s logo, US pack designs and product photos belong to Canidae. They’re shown here as examples of my work at Cerulean Technologies.