RawPawz developed a range of DIY gummies and organ powders to help dog owners give their pets the best nutrition in a fun, engaging form. The clients are a really joyful, dog-loving duo with a massive amount of energy. They wanted this new brand to reflect their fun personality making the product feel approachable and appealing to dog lovers. Since the first product in the range – DIY gummies, while very functional, is in its nature colourful and playful, we wanted the brand and packaging to reflect those qualities.

The brandmark – made from bespoke lettering, is full of energy and features a wagging tail – semiotic of a happy dog. To help showcase the product’s main benefit we created a brand character ‘Norman the dog’ who changes slightly on each product variant. While Norman is static and sits center stage of every pack, the additional illustrations highlight the product’s nature and aid in pulling each pack apart. In order to communicate the more detailed product features, we created a wide range of icons used both on the front and back of the packaging. The vibrant colours chosen for each pack correlate with the shade of the individual boosters. To make sure that in our communications, the product looks natural and healthy as well as fun, we have chosen a more typically human – darker, rustic and foodie photography style. This helps to communicate the high quality of ingredients that are far more superior to the standard dog products. The lifestyle photography has been chosen to depict dogs interacting with some of our products’ ingredients in a very playful way creating a brand that makes you smile.