Independent designer Brett Lair injects personality with their vibrant and playful visual identity revamp for eco-friendly dog treats brand EarthPup.

EarthPup are a range of eco-conscious dog treats created by an award-winning environmentalist and sustainability expert with her acclaimed Toronto chef partner. Having already gained much success since their launch earlier this year, the eco-friendly brand realised it was time to upscale their visual identity to take the product to the next level.

For this visual rebrand, independent designer Brett Lair set out to clarify tone of voice, give direction and focus to the messaging, and communicate the brand's eco-focused, playful, and laid-back attitude. The soft yet vibrant colour palette communicates this upbeat mindset, while the logo, information and messaging is offset with a bold, contrasting accent colour to draw attention. The already existing logo font is given definition while playful iconography and illustrations assists with messaging throughout the design.

Elements of humour are introduced with witty copywriting to give the packaging personality. Messages are hidden in various places such as at the bottom of the pouch when the treats are finished reads “This is ruff, it’s time for a stock up”. Each flavour is named like a menu item, such as “House Burger”, “Chicken Pot Pie'' or “Side of Fries” creating a fun way for customers to pair treats as well as cleverly nodding to the founders’ time spent in the restaurant industry together.

For more information about EarthPup's design visit the designer website or follow them on Instagram.

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