FEEDOO
The origin
Market gap / problem
A real need existed, but the category was full of weak solutions.
When I started researching the market, I found that slow feeders were already widely sold — and widely criticized. Thousands of Amazon reviews pointed to the same issues: poor materials, hard-to-clean forms, weak durability, and products that didn’t feel trustworthy for everyday use. The category clearly had demand, but it lacked a product that truly solved the problem well.
Plastic is cheaper to manufacture and easy to shape, but it does not age well over time.
Ceramic is easy to clean and dishwasher-safe, but it is heavy, fragile, and expensive to ship.
Metal is more expensive and harder to manufacture, but it lasts longer and better supports daily use.
Validating the problem at scale
Material choice
What material would be best for our four-legged family members?
Prototyping and testing
The trade off
Brand and packaging
The packaging was designed to feel friendly, trustworthy, and clear. Kala’s illustrated character helped make the box feel more familiar and emotionally warm, while the side graphics echoed the bowl’s internal geometry to create a cohesive visual language. Recyclable paperboard and single-color printing also helped reduce environmental impact while keeping the system expressive and cost-conscious.
Inside the box, we included a small postcard as a quiet reminder of why the product exists. Rather than functioning as promotion, it helped frame Feedoo around everyday care — healthier eating habits, safer routines, and closer attention to pet wellbeing. It also became a way to communicate the long-term value behind the product, from material choices to durability.
What surprised me most was how strongly users responded to material quality and trust. The product was not just about slowing dogs down — it was about giving owners more confidence in something they use every day for a family member.
