Projects

Pedigree branding for NYC dog-treat bakers

Bocce’s are a New York bakery with a difference. They only bake treats for dogs. UK-based design agency, Robot Food, created a new brand identity and a tasty new packaging range to set tongues (and tails) wagging.

Brooklyn-based Bocce’s make their dog biscuits by hand from natural, organic and seasonal ingredients. They’d noticed Robot Food’s work on various design blogs. So they asked them to overhaul their branding and create a new range of packaging to bring everything more in line with their nutritious, high quality product.

Robot Food injected some fun and friendly tone of voice and the on-pack brand story tells the tale of Bocce, the owners’ dog who inspired the brand. Stylistic typographic lockups explain how the treats are baked in small batches and using only fresh, locally sourced ingredients. Take away these subtle doggy cues, and the result resembles something you might pick up for yourself in a deli or food hall.

Robot Food based their approach on Bocce’s commitment to being all natural and free of chemicals and preservatives. The box backdrop is painted white wood to create a design to fit into the homes of the target market. Plentiful white space reflects the ingredients’ purity, and the addition of a ‘window‘ showcases the biscuits themselves for honesty, as well as creating a doghouse in the overall design. The new identity sets the boutique tone in the subtle style of a small shop awning with a simple, quirky charm and the introduction of ‘Est. 2010’ and ‘NYC’ mark the brand’s heritage and provenance. Bright colours help to drive up the foodie cues of each mouth-watering flavour, and when paired with the whitewashed background, give each pack refreshing clarity. This creates a strong, sharp contrast against the crowded, often garish branding and packaging found among the competition.

Simon Forster, Robot Food’s Creative Director, said, “Pet owners are wising up to the importance of good quality pet food, and Bocce’s are inspiring in their commitment to giving dogs the very best. A boutique, honest ‘foodie’ approach was the way to go, and we’re all delighted with the results. Bocce’s deserve to get noticed for their high standards, great flavours and their genuine passion for all dog-kind.”

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