Barkchef

A fresh startup in a competitive industry, BarkChef had to find a differentiator, a unique brand design, and compelling messaging right from the get-go.
During our strategy phase, we learned that over 50% of dogs are overweight, and 80% of dog-owners don’t notice. While we didn’t want this negative message to be the dominating feature, we did think there was something we needed to use and we came up with our featured message: Love your dog longer. This provided the foundation for our brand.

From there, we took a look at the design landscape with competitors and chose to focus on the element all dog lovers understand: derpy dogs. Using a quirky hand-drawn illustration style, I drew multiple dogs in playful positions that endeared the brand to its customers. From butt scootin’ to rollin’ around, I illustrated all the quirky, awkward, and adorable dog moments I could think of. This was easily transferred into a large dog park like homepage, animated shorts for ads, still ads, email campaigns, and packaging.