GOOD BOY

Unifying the brand expression of the UK's No. 1 dog treat brand

As the UK's favourite dog treat brand with an established presence in toys and treats, Good Boy needed a unified visual identity as they expanded into food, health, and hygiene—without losing the quirky, heartwarming spirit that dog owners love.

EXPERTISE

Brand Communications Strategy

Architecture & Design System

Online Brand Hub & Guidelines

Preserving character while building consistency

We crafted a system balancing Good Boy's playful soul with a structured framework—blending hand-drawn elements, expressive typography, and authentic photography into a distinctive collage style.

A flexible system for diverse product categories

The visual identity adapts naturally across categories—bringing appetite appeal to food, reassurance to health products, and energy to social content—while maintaining that unmistakable Good Boy personality throughout the customer journey.

Tools for brand continuity

Our central online brand hub gives teams across the business easy access to assets and guidelines, empowering consistent expression while preserving what makes Good Boy special as they confidently expand their product universe.

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