Bob’s Dog Snacks is a Canadian, woman-owned pet brand offering treats for dogs, with a personality inspired by the very dog behind the name, Bob. I was approached to develop the brand identity, packaging and supporting marketing assets, with the goal of creating something that would feel distinctive, playful and immediately memorable in a crowded pet-food category.
The creative direction centred around making the brand feel fun, friendly and full of personality. Rather than taking a polished or overly corporate approach, I wanted the identity to capture the warmth and humour people associate with their pets. An illustrated version of Bob became the heart of the brand, giving the packaging an authentic character and creating an instantly recognizable visual connection to the story behind the company.
Packaging played a major role in establishing the overall identity. The design needed to stand out on shelf while remaining approachable and easy to navigate, so I combined bold typography, playful illustration and a flexible visual system that could carry across different products and flavours. The result feels energetic and contemporary while still maintaining the handmade, personal quality of an independent Canadian brand.
From the logo and custom illustration through to packaging and marketing collateral, each element was designed to build a consistent world around Bob.
The final identity is intentionally lighthearted and approachable, giving the brand a strong personality that translates easily across packaging, print and digital applications while keeping Bob firmly at the centre of the story.
