WJ Dog Treats is a specialty brand focused on providing health-conscious, eco-friendly treats for pets, made from ingredients that are both simple and wholesome. The brand is committed to sustainability, sourcing ingredients with care, and creating a purposeful process behind every treat.
The client wanted their brand to feel sustainable, outdoorsy, and delightful. Working closely with them, we developed a design that reflects these values—combining natural tones, playful elements, and a warm, inviting feel. From logo design to product packaging, we worked together to create a brand identity that resonates with eco-conscious pet owners and highlights the authenticity of WJ Dog Treats.
Initial Three Concepts
After eliminating concept one, we moved on to refining the idea. We knew that we liked the Paw Print as the "O" in the word dog, but we were also drawn to the custom "WJ" in the oval logo.
From there, I spent time refining these elements in order to make look cohesive.
The letters "WJ" looked too feminine, so I simplified them and got rid of the extra flourish.
In the end, we landed on the logo featured below.
Next stop, packaging!
Since we worked on this project remotely, I made the below video so that the packaging concepts could be seen in action. We decided to go with the off-white design.
