PetPlate believes in providing real food for dogs, made with human-grade ingredients in a USDA kitchen. We helped bring this purpose to life by shifting the brand from the “what” to the “why”: good food means happier, healthier dogs, and convenience gives customers more meaningful time with their pets.

We helped PetPlate formulate a mission centered on giving time back to customers and dogs alike. Because walk time is more meaningful than shop time, park time is more fun than prep time, and cuddle time is more important than clean-up time.

The new identity expresses this adoration for dogs’ health and wellbeing through optimistic design cues, type-driven and ingredient-forward messaging, and aspirational imagery that captures the bond between pet and owner. Every touchpoint balances premium and natural, with bold typography and a systematic approach to information creating trust, while textural illustrations add warmth, fun, and magic.

The packaging system was designed to be clean, vibrant, welcoming, and eco-friendly. A recognizable shipper features natural illustrations and the new logo to communicate quality and trust, while stackable, resealable, and recyclable food cups deliver convenience. Color-coded lids help customers easily identify flavors, even in full freezers.

Photography drew inspiration from the full PetPlate family, showing dog owners from all walks of life and focusing on the love and affection that motivates customers.