The Delicious Dog Food Company | Branding & Product design

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Last May in 2017 I was approached to design the brand identity for a new raw dog food company based in Kent. The brief outlined a fun fresh approach to the brand, whilst also retaining a premium aspect to the product. The company also had a key focus on making sure their product would be fully recyclable. I initially started off exploring ideas by sketching dogs and produced a series of illustrations that could represent each food group. Colour was a key component to consider, as well as the environmental concern of reducing the amount of ink used in the production of the packaging. A solution to this was to choose a bold bright colour to represent each food group, not only did this help to create a strong visual, but also helped to reduce ink consumption and the cost of print reproduction.

A second aspect to the brief was to create a range for the 'Working Dog' range of foods; These are a range of foods designed for certain dog breeds in the commercial sector. The food products have a higher meat content and are tax free. My solution to this part of the companies brand identity was to create a series of illustrations with hats to represent different occupations, for example the 'Totally Turkey' food has a pink a poodle with a police helmet.

Top row - illustrations for food groups, Bottom row - illustrations for 'Working dog' food groups

Top row - illustrations for food groups, Bottom row - illustrations for 'Working dog' food groups

Due to the nature of the size of the labels on the product the illustrations had to be rather clear and simple in design to retain brand visibility from a distant on supermarket shelves.

Additional parts of the branding involved creating product renders for advertising, specifically a series of adverts for 'Tatler' magazine. Creating other paraphernalia such as business cards, leaflets, T-shirts, blog illustrations etc. This project had a great diversity to it and allowed me to flex my graphic design skills along with my background in CGI.

Software used: Photoshop, illustrator, Modo, HDRI Lightstudio

Leaflet design & Working dog product line of foods

Leaflet design & Working dog product line of foods

Left to right - T-shirt designs & products for Dog show, Series of illustrations for the companies blog.

Left to right - T-shirt designs & products for Dog show, Series of illustrations for the companies blog.

Wireframe render of product shot

Wireframe render of product shot