A startup raw dog food subscription service needed a brand that communicated trust and transparency.
The product is raw dog food, which is a mixture of meat, bone and seasonal fruit and vegetables. It’s all mixed, ground up and individually wrapped into a cube shape. This unique selling point, was the primary focus. The idea being it’s easier: as it’s a matter of opening the wrapper and emptying it into the bowl.
An important note and somewhat an 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 clinical or more clinical than friendly.
Each are valid approaches, which communicate trust and the food is good for your dog. However, due to the nature of the food, being raw, I felt a more clinical approach could come across cold an unapproachable for a new product. 
The process started, with understanding the product further, and understanding the needs. I explored many ideas, as the sketches show above. Going back and forth between Illustrator sometimes to try an idea and see where it developed.
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.
The additional benefit to this approach is it’s more eye catching. An important factor when going into a crowded marketplace.
Asymmetry is more organic
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’. Overall it makes the logo more relatable and unique.
The shape is still simple and adaptable, for a company where the presence is going to primarily be online you need to guarantee your logo will hold up.
Pixel perfect sizing
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.
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.
I tried various ideas, from hand lettered to seeing how I could form together a badge with a particular logo. As a name hadn’t been settled on at the start, I experimented with ideas. I was aiming to make something independent of a name.
I explored many ideas, as the sketches show earlier. Going back and forth between Illustrator sometimes to try an idea and see where it developed. 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.

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