For Dogway we created a brand of natural dog treats from the ground up – from strategy and positioning to visual identity, portfolio architecture and packaging design. The aim was to build an expert yet friendly brand that communicates the products' functional benefits simply.

We divided the portfolio into three clear categories matching the needs of owners and their pets: health, chewing and pleasure. Bright colours, natural motifs and an ordered hierarchy of messages help shoppers recognise what each variant is for at a glance.

The result is a coherent, distinctive and easily extendable system that makes the products stand out on shelf, supports informed choice and builds credibility for a new brand.