The Fussy Dog Co.

Branding, logo and product packaging design for a New Zealand pet food company
Our client was made redundant from the travel industry due to covid. Over 130 job applications later, he was glad he’d spent six months working on a back up plan, and The Fussy Dog Co. was born. Our client created a wonderful product, and all he needed was a brand that would help him reach his customers.

Retro Logo Design that speaks to the authentic nature of the product

Fussy Dog Co. specialises in creating wholesome gravy from restaurant-grade ingredients that even the fussiest dogs absolutely love. They take no shortcuts with their ingredients list and we wanted to portray that with this 1950’s kitchen inspired logo. We wanted the logo to be retro and approachable with just a touch of ‘cuteness’ as a nod to our furry friends.

We build brands, not just logos

Our client approached us with a rough idea of what he envisioned for his brand. We arranged a video call to discuss and refine the brand’s personality, tone and language. Following our discussion, we compiled a couple of mood boards for the brand. Our client then chose the elements from these mood boards that resonated best with the brand he envisioned, giving us the information we needed to create first logo concepts. We supplied four concepts and one of the concepts stood out to him. From here, we progressed through a few rounds of edits to the chosen design, in order to refine the logo and determine the colour palette best suited to the brand’s personality, tone and mood. Ultimately, achieving the end result as seen here.
We set out to create packaging that complimented the new retro branding. We used their 1950’s inspired colour palette and drew inspiration from adverts of the era.

Key features

Consistent branding across digital and print media

As we created the logo, email signatures and packaging, we were able to ensure brand consistency across all areas of communication. It’s especially vital for new brands entering the market to build rapport with customers and these are the first steps towards establishing brand loyalty.
“A massive thank you and props to Up and Coming who have been with us from the dining room table at our house, making us look better. I highly recommend Up and Coming for any jobs you need done.”
– Anthony Gardiner, Managing Director at The Fussy Dog Co.

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