Opportunity
Pet Circle set out to launch Bonnodog, a new pet food brand designed to challenge conventions in a category long dominated by traditional kibble and overly polished premium competitors.
We partnered with the team to develop the brand strategy, brand identity and packaging design for a modern direct-to-consumer dog food subscription service. The goal was to create a distinctive and eye-catching pet food brand that would resonate with everyday pet owners and stand apart in a crowded pet food market.
Challenge
In recent years, the pet food industry has become increasingly polarised. On one side sit mass-market dry food brands, while on the other sit premium fresh food startups promising restaurant-quality meals for dogs.
For many pet parents, the category had become confusing and overly curated. The opportunity was to create a pet food branding approach that felt more honest, accessible and grounded in the reality of life with dogs.
Bonnodog needed a strong brand identity that could cut through a saturated market, communicate quality natural ingredients, and appeal to a growing audience of increasingly conscious pet owners looking for healthier food for their pets.
Strategic Thinking
Our brand strategy centred on a simple idea: Simply Real.
Instead of positioning Bonnodog as another polished premium food brand, we focused on celebrating the messy, joyful reality of living with dogs. The brand would speak directly to pet parents who care deeply about the health, nutrition and happiness of their pets, but who don’t need the category’s typical marketing fluff.
The aim was to create a pet food brand with a unique story — one that felt human, relatable and confident in its simplicity.
Solution
We created a bold brand identity and pet food packaging design system that brings Bonnodog’s personality to life while standing out in a crowded pet food market.
Key elements included:
• A playful logo design with an intentionally imperfect character
• A distinctive illustration system celebrating everyday dogs
• A vibrant visual identity built around expressive typography and colour
• Pet food packaging designed to be bold, memorable and easy to navigate
• A direct, humorous tone of voice that builds an emotional connection with dog owners
Impact
Bonnodog launched with a distinctive presence in the growing fresh dog food market, standing apart from both traditional kibble brands and premium competitors.
The bold brand identity and packaging design created a memorable experience for pet owners exploring fresh food subscription options.
The result is a highly recognisable pet food brand built to grow within the rapidly evolving pet nutrition category.
Bonnodog Pet Food Packaging
Creating a bold new brand for a fresh dog food subscription service
Client
Bonnodog (Pet Circle)
Category / Industry
Pet Nutrition / Fresh Dog Food Subscription
Scope
Brand Strategy
Brand Identity
Pet Food Packaging Design
Illustration System
Tone of Voice
Digital Brand Assets