One ingredient, one attitude: a dog treat brand built like a fashion house.
Identity system and art direction for a freeze-dried dog treat brand — wordmark, eight-colour palette, type, a cast of 20+ illustrations and a written voice — carried straight into a campaign across OOH, print, packaging and social.
Studio portraits, chicken & liver. Calm, premium, clean.
Colour LockupsApproved combinations
Blue on CreamDefault · everyday
Forest on HoneyWarm · packaging
Yellow on BlackNight · premium
Black on HoneyLoud · retail
TypographyTwo voices
The voice of the brand. Drawn in DynaPuff — bubbly, rounded, unmistakable. Reserved for the wordmark and hype moments, supplied as finished artwork; never re-typed.
Medium 500SemiBold 600Bold 700
Unbounded
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefg · 0123456789
The working typeface. Headlines, navigation, packaging copy, and interface. Geometric and confident — pair it tight with generous space around it.
Light 300Regular 400Medium 500Bold 700
Illustration SystemThe cast
A cast of very good boys, behaving like men.
Vintage American editorial line illustration. Dogs in human situations — dry, deadpan, and impeccably dressed.
Ink colours
The Executive9 to 5
The Hustlerstreet eats
The Plus-Onetravels light
The Entouragerush hour
The Localoff duty
Voice & HeadlinesHow we talk
Nose never lies.
100% Beef Liver.Freeze dried. All natural.
One ingredient. No cap.
100% Cheddar Cheese.Freeze dried. All natural.
One ingredient. Nothing else.
100% Chicken Breast.Freeze dried. All natural.
YEEEERRRR
For good boys& good girls only.
We say
Nose never lies.
One ingredient. No cap.
Good girls like Good Boys Only.
Yeeerrrr.
We'd never
Vet-recommended formula.
Wholesome goodness in every bite.
Pawsitively delicious!
Treat your fur baby today.
Campaign — In The WildThe brand, working
Cool system · studioThe product does the talking. Nose to the pouch.
Warm system · NYC billboardStreetwear swagger, cheddar gold.
Hoarding‘Nose never lies.’ — cool system on a pink wall, packaging family on show.
Highway‘Good girls like Good Boys Only.’ — forest field, honey wordmark, one very good line.
1 / 3Swipe
Design ProcessOne file, end to end
Built end-to-end in Figma — brand components, campaign layouts, and export-ready assets in one file.
Brand component libraryStrategy, direction & reusable brand components in one canvas
Campaign layout systemFrom variables and product to finished assets
Social asset templatesTemplates and resize exports
ResultsWhat launched
8Core colours
20+Custom illustrations
5Campaign channels
76–90%Below agency cost
Good Boys Only launched with a complete brand identity, 20+ custom illustrations, and a full campaign system — OOH, print, packaging, social, and digital — at 76–90% below traditional agency cost.
Steel BluePrimary
Forest GreenSecondary
Horizontal lockupFor wide formats & signage
