Organic food for dogs, delivered.

Knibble makes all-natural, air-dried dog food customized to each dog’s nutritional needs and delivered to their doorstep. The goal was to convey a friendly, dog-loving brand, in a way as unique as its modern approach to dog food. Knibble targets an enthusiastic audience of dog lovers, ages 28–43, who go the extra mile to keep their pets healthy.

Instead of using earthy colors like many other health-focused brands, a vibrant, fresh palette sets Knibble apart from competitors while maintaining the sense of reliability that is necessary for the category. The Knibble logo, which was hand-lettered in a monolinear style, is trustworthy while remaining human and casual. The swashes and varied ascender heights give the wordmark a unique, sophisticated quality and also help craft refined kerning pairs and tight gestalt.

The packaging was designed to be engaging and fresh while conveying necessary information. Each base flavor is in a different colored bag, with fun illustrated elements that interact with the typography, giving the packaging a bold and conceptual quality. Variable data printing is used to deliver personalized nutritional information and feeding instructions organized on a label adhered to the front. The pet’s name is also added in a handwriting font to provide a human touch that conveys care and personalization.

The digital experience emphasizes playful, dog-focused imagery while eye-catching typography conveys information at a glance. All signs point to the personalization quiz where dog-parents receive a customized nutritional plan for their pooch. The quiz funnels users into a subscription plan with introductory pricing and promotions to increase conversion. Social media marketing is driven by dynamic graphics and strikes a balance between promotional content and relatable pet imagery.