A startup raw dog food subscription service needed a brand that communicated trust and transparency. This was an interesting project for a few reasons: they didn't have a name, it's a completely new company and I’m directly part of the target audience. It’s not often you start working with a company without a name.
Filled & outline versions
Initial research, and a somewhat obvious point is: you’re not selling to the dog you’re selling to the owner. The majority of dog food brands take two approaches, more friendly than professional or more professional than friendly.
Each approach communicates trust and the food is good for your dog. However, due to the nature of the food, being raw, I felt the more professional approach could come across colder.
Raw food is a difficult sell. Despite it growing in popularity, due to the health benefits for your dog, there are still hurdles to overcome. One reason being it needs to be stored and handled differently. A friendly appearing brand can help overcome these initial hurdles. By appearing warm and welcoming, it’s a more caring and considerate appearance.
It would have been simple to make this logo symmetrical, but it made for a more natural outcome to have the ruffles and ears differ. It means that the eyes, nose and mouth area have to be optically aligned to feel ‘central’.
Minor adjustments were necessary to keep the clarity of the logo at different sizes. Each size was made to fit to the pixel grid to maintain sharpness, a requirement for any logo used on websites.
The colour palette was chosen to consist of warm, earthy tones. These are the colours used throughout the website and branding.
Brandon Grotesque was chosen due to the overall appearance being friendly, but not ‘shouty’ in caps. It balances a geometric and slightly bubbly appearance well. It felt right to use based on the requirements.
It will be used primarily for headings, paired with Acumin Pro for body copy. Acumin provides good legibility at small sizes because of its larger x-height.
The process started, with initial research, and understanding the needs. I explored so many ideas, as the sketches show above. Going back and forth between Illustrator sometimes to try an idea and see where it developed.
I tried various ideas, from hand lettered to seeing how I could form together a badge with a particular logo. However, the most prominent version is the evolution of the dog. It started as more of a cube (to highlight the product), eventually evolving into something based off the client’s own dog.
The hand lettered logo seen to the bottom left, was on the basis of a name choice. It felt like it would be the chosen name, however it changed. This particular name flowed nicely for the hand lettering. It had plenty of loops to add some quirkiness to it.