Brand Foundation
Good Boys Only
Premium treats. Questionable manners.
Identity system · v1.0 · 2026
← Case Study
01 The Wordmark DynaPuff · stacked lockup
Good Boys Only wordmark in Steel Blue Steel Blue · Primary
Good Boys Only wordmark in Forest Green Forest Green · Secondary
Good Boys Only horizontal wordmark Horizontal lockup · for wide formats & signage

A bubbly, rounded wordmark with good posture and bad manners.

02 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.

03 Colour Lockups Approved combinations
Blue on CreamDefault · everyday
Forest on HoneyWarm · packaging
Yellow on BlackNight · premium
Black on HoneyLoud · retail
04 Typography Two voices
Display · Logotype
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
Headers · UI
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
05 Illustration System The cast

A cast of very good boys, behaving like men.

Style note Vintage American editorial line illustration. Dogs in human situations — dry, deadpan, and impeccably dressed.
Frenchie in a suit
The Executive9 to 5
Dog catching a hot dog
The Hustlerstreet eats
Small dog in a tote bag
The Plus-Onetravels light
Dog walker with a pack of dogs
The Entouragerush hour
Bulldog on a skateboard
The Localoff duty
Ink colours Steel Blue · live Forest Green Copper / Honey
06 Brand Personality Seven traits

We talk like the smartest dog in the room — and we know it.

Witty Irreverent Premium Dog-first Editorial Bold Unapologetic
07 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.
The promise

Good girls like

Good Boys Only
Good Boys Only Good Boys Only — Brand Foundation · Confidential © 2026