We rebuilt Reggie’s identity to match the strength of the product

The Brand
Reggie is a brand of science-backed treats and wellness products for dogs, created with a clear focus on health, care, and trust. Its products are designed to support dogs’ wellbeing through natural ingredients and research-driven formulations, while also connecting emotionally with pet owners who see their dogs as part of the family.
As the brand expanded its product ecosystem, from treats to wellness accessories, Reggie needed a clearer, more approachable identity that could communicate expertise without feeling cold or overly clinical.

The Challenge
The main challenge was to redesign Reggie’s brand and packaging system to feel friendlier and more approachable, while still conveying credibility and scientific rigor. The brand needed to balance two worlds that often feel opposed: natural care and science-backed expertise.
Another key challenge was building a flexible visual system capable of living across different product formats, including cans, pouches, and wellness accessories, without losing coherence. The identity also needed to reclaim Reggie’s mascot as a recognizable and meaningful symbol, giving the brand a face that users could connect with.

The Result
We developed a warm, flexible visual identity that brings Reggie’s personality to life while reinforcing its expertise. The mascot illustrations were refined and reintroduced as a central element, giving the brand an approachable and recognizable presence.
A custom wordmark was designed to balance friendliness with professionalism, supporting Reggie’s positioning as a science-backed brand that still feels close and human. The color system combines primary tones that emphasize the natural and scientific qualities of the products with a complementary palette that adds warmth and emotional connection. The result is a cohesive packaging system that feels trustworthy, caring, and easy to approach across every touchpoint.