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100
2026

Good Boys Only

Premium treats. Questionable manners.

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.

IdentityArt directionIllustration
The Wordmark DynaPuffstacked lockup
Good Boys Only wordmark in Steel Blue Steel BluePrimary
Good Boys Only wordmark in Forest Green Forest GreenSecondary
Good Boys Only horizontal wordmark Horizontal lockupFor wide formats & signage
Colour Palette 8 core colours
Steel Blue
#2B6E8C
Forest Green
#3A5238
Sage
#7B9A72
Honey Yellow
#F1D68F
Copper
#C4891A
Terracotta
#D05A3A
Black
#1A1A1A
Cream
#F5F0E8

Warm System

Posters, OOH, cheddar & beef. Loud, sunbaked, downtown.

Cool System

Studio portraits, chicken & liver. Calm, premium, clean.

Colour Lockups Approved combinations
Blue on CreamDefault · everyday
Forest on HoneyWarm · packaging
Yellow on BlackNight · premium
Black on HoneyLoud · retail
Typography Two voices
DynaPuff logotype

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 System The 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 & Headlines How 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 Wild The brand, working
Pointer holding a Good Boys Only beef liver pouch on steel blue
Cool system · studioThe product does the talking. Nose to the pouch.
NYC billboard, Shiba in a hoodie, YEEEERRRR
Warm system · NYC billboardStreetwear swagger, cheddar gold.
Brick wall poster run, One ingredient. No cap.
Wheatpaste run‘One ingredient. No cap.’ — repetition, terracotta & cream, line-drawn cast.
Hoarding posters, Nose never lies.
Hoarding‘Nose never lies.’ — cool system on a pink wall, packaging family on show.
Highway billboard, Good girls like Good Boys Only
Highway‘Good girls like Good Boys Only.’ — forest field, honey wordmark, one very good line.
Design Process One file, end to end

Built end-to-end in Figma — brand components, campaign layouts, and export-ready assets in one file.

Figma file — brand component library, strategy to assets
Brand component libraryStrategy, direction & reusable brand components in one canvas
Figma file — campaign layout system
Campaign layout systemFrom variables and product to finished assets
Figma file — social asset templates & resize exports
Social asset templatesTemplates and resize exports

Zoomed in: move the pointer or use the arrow keys to move around the image, Escape to exit.

Results What 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.

2025
Anna Panama
IdentityArt directionCampaign
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