Nuria Cabrera

Naming, brand identity, packaging and campaign for a premium wet dog food brand.

There's a specific kind of person who has a dog. Not the person who owns one, the person who has completely, irreversibly lost it over one. Who apologises to the dog out loud. Who follows dog accounts. Who has sent, and will continue to send, dog memes with zero irony. Every brand in the pet food aisle has clocked this person and responded with: muted palettes, clean serifs, beautifully behaved and perfectly posed dogs on a crisp background... Very responsible. Very beige. Yet absolutely nobody saying the thing everyone already knows: this dog-human relationship is completely irrational and absolutely worth it.

That is why DUMB LOVE exists. Naming the one thing the entire category dances around but never says.

DUMB LOVE, what you have for your dog. DUMB LOVING IT, what the dog does at every meal. DUMB IN LOVE, what the dog is with you. Partly because of the food. Mostly because they're a dog and they adore you.

[ NAMING · BRAND IDENTITY · PACKAGING · CAMPAIGN · ART DIRECTION ]

BRAND INGREDIENTS

Logo: a heart shape built entirely from the wordmark. It reads as a heart before it reads as letters, and it works as a brand stamp at every scale.

Typography: two typefaces in deliberate contrast. Founders Grotesque as the display voice, round, warm, characterful. Mona Sans as the secondary; more technical in its detail, which balances the roundness of Founders and brings a quiet precision to packaging and campaign alike.

Colour: five background colours running across the full system, with a single canary yellow connector that ties the whole system together.

Image language: two speeds, one world. 3D Pixar-style dog portraits with maximum personality; single dog, single moment, wide lens, nose first, gone for you, obviously... Running alongside them, a campaign series of human hands and dog paws pressed together palm-to-palm. Different breeds and diversity in humans and personalities across the series. The contrast and the simplicity of paw to hand does the work.

Packaging: square metallic wet food tins in four proteins, each SKU colour-coded within the palette. The logo, the yellow and, more importantly, the dogs are the heroes. The treats range follows benefit-led logic in pouches, with the same bold yet simple approach as the wet food core range.