Self-initiated identity · E-commerce · Premium dog food
Mutt & Marrow: fed like family.
Fresh food for dogs. Pet food is a $160B market growing on one idea: dogs are family. Yet the aisle is cartoon paws and kraft paper. Mutt & Marrow treats every mutt like an ancestor in oils, then feeds them like one: fresh, real recipes, vet-formulated.
Mutt & Marrow is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.
The brief
Positioning before pixels.
For dog owners who feed their dogs like family, Mutt & Marrow is the fresh-food brand that cooks real recipes, vet-formulated, and celebrates every mutt like an ancestor.
Tagline: Fed like family.
The idea
Every dog deserves a portrait. Every recipe gets one.
Creative directions
8 directions, one choice.
After research and strategy, we explored 8 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system. Shown: the chosen direction and three alternatives.
Logo system
A mark built to work at every size.
Colour and type
A palette and type system with clear roles.
Colour
Typography
Libre Caslon Text
Display and headlines
Karla
Text and interface
Specification
Applications, specified to the detail.
Every application in the brand book is built from the real logo files, colours and type, so the team can produce it exactly.
Brand in the world
Where the brand lives.
Concept applications made with the final logo files, showing the system at full scale.
- Research, positioning and tagline
- 8 creative directions presented as concept boards
- Logo system: 13 vector files, colourways, app icon and favicon set
- Colour palette with accessibility checks, and a typography hierarchy
- Graphic language and 8 specified applications
- 16 brand-in-the-world concept scenes
- 61-page brand book and a handoff package with design tokens