Woofer
Woofer is a daily wellness brand for dogs, delivering the functional benefits of a supplement in the form of a jerky stick dogs genuinely look forward to. It enters a category split between two extremes: playful treat brands that feel cheap and mass market, and clinical supplements that feel more like medicine than care. Woofer needed an identity that belonged to neither. Our job was to build a brand as joyful as a treat and as trustworthy as a supplement: elevated but approachable, modern but warm, and grounded in the relationship that matters most, the bond between a dog and the person who loves them.
Woofer is a daily wellness brand for dogs, delivering the functional benefits of a supplement in the form of a jerky stick dogs genuinely look forward to. It enters a category split between two extremes: playful treat brands that feel cheap and mass market, and clinical supplements that feel more like medicine than care. Woofer needed an identity that belonged to neither. Our job was to build a brand as joyful as a treat and as trustworthy as a supplement: elevated but approachable, modern but warm, and grounded in the relationship that matters most, the bond between a dog and the person who loves them.
Woofer is a daily wellness brand for dogs, delivering the functional benefits of a supplement in the form of a jerky stick dogs genuinely look forward to. It enters a category split between two extremes: playful treat brands that feel cheap and mass market, and clinical supplements that feel more like medicine than care. Woofer needed an identity that belonged to neither. Our job was to build a brand as joyful as a treat and as trustworthy as a supplement: elevated but approachable, modern but warm, and grounded in the relationship that matters most, the bond between a dog and the person who loves them.
BRAND IDENTITY
PACKAGE DESIGN
WEBSITE DESIGN
Everything began with one idea: loyalty returned. Dogs show up for us every single day, with trust, consistency, and a love that asks for nothing back. Woofer exists to meet that loyalty with the same level of intention. The concept reframed the brand from a product about nutrition into a brand about relationship, where a simple daily ritual becomes a way of showing up for them the way they have always shown up for you.
Everything began with one idea: loyalty returned. Dogs show up for us every single day, with trust, consistency, and a love that asks for nothing back. Woofer exists to meet that loyalty with the same level of intention. The concept reframed the brand from a product about nutrition into a brand about relationship, where a simple daily ritual becomes a way of showing up for them the way they have always shown up for you.
Everything began with one idea: loyalty returned. Dogs show up for us every single day, with trust, consistency, and a love that asks for nothing back. Woofer exists to meet that loyalty with the same level of intention. The concept reframed the brand from a product about nutrition into a brand about relationship, where a simple daily ritual becomes a way of showing up for them the way they have always shown up for you.
Everything began with one idea: loyalty returned. Dogs show up for us every single day, with trust, consistency, and a love that asks for nothing back. Woofer exists to meet that loyalty with the same level of intention. The concept reframed the brand from a product about nutrition into a brand about relationship, where a simple daily ritual becomes a way of showing up for them the way they have always shown up for you.
Everything began with one idea: loyalty returned. Dogs show up for us every single day, with trust, consistency, and a love that asks for nothing back. Woofer exists to meet that loyalty with the same level of intention. The concept reframed the brand from a product about nutrition into a brand about relationship, where a simple daily ritual becomes a way of showing up for them the way they have always shown up for you.
The wordmark is where the concept becomes visible. The two O’s are mirrored inward, turned toward one another to represent the connection between a dog and its owner, and on a second look, they become a snout, the two circles quietly suggesting a nose. The F was redrawn as a custom italic, built from two italic forms, adding movement and a friendly lean that keeps the mark from ever feeling sterile. A subtle added stroke gives the letterforms the weight and confidence of a brand you can trust.
The wordmark is where the concept becomes visible. The two O’s are mirrored inward, turned toward one another to represent the connection between a dog and its owner, and on a second look, they become a snout, the two circles quietly suggesting a nose. The F was redrawn as a custom italic, built from two italic forms, adding movement and a friendly lean that keeps the mark from ever feeling sterile. A subtle added stroke gives the letterforms the weight and confidence of a brand you can trust.
The wordmark is where the concept becomes visible. The two O’s are mirrored inward, turned toward one another to represent the connection between a dog and its owner, and on a second look, they become a snout, the two circles quietly suggesting a nose. The F was redrawn as a custom italic, built from two italic forms, adding movement and a friendly lean that keeps the mark from ever feeling sterile. A subtle added stroke gives the letterforms the weight and confidence of a brand you can trust.
The wordmark is where the concept becomes visible. The two O’s are mirrored inward, turned toward one another to represent the connection between a dog and its owner, and on a second look, they become a snout, the two circles quietly suggesting a nose. The F was redrawn as a custom italic, built from two italic forms, adding movement and a friendly lean that keeps the mark from ever feeling sterile. A subtle added stroke gives the letterforms the weight and confidence of a brand you can trust.
The wordmark is where the concept becomes visible. The two O’s are mirrored inward, turned toward one another to represent the connection between a dog and its owner, and on a second look, they become a snout, the two circles quietly suggesting a nose. The F was redrawn as a custom italic, built from two italic forms, adding movement and a friendly lean that keeps the mark from ever feeling sterile. A subtle added stroke gives the letterforms the weight and confidence of a brand you can trust.
On pack, transparency became literal. We left roughly half of the jerky stick bag clear, because honesty about ingredients is one of Woofer's core values, and we believed the product should speak for itself. A large wordmark anchors the front, the product title follows, and color-coded badges and ingredient icons tell the rest of the story, all held within generous negative space. The system scales down to individually wrapped sticks, keeping the logo, formula, and support color front and center.
On pack, transparency became literal. We left roughly half of the jerky stick bag clear, because honesty about ingredients is one of Woofer’s core values, and we believed the product should speak for itself. A large wordmark anchors the front, the product title follows, and color-coded badges and ingredient icons tell the rest of the story, all held within generous negative space. The system scales down to individually wrapped sticks, keeping the logo, formula, and support color front and center.
On pack, transparency became literal. We left roughly half of the jerky stick bag clear, because honesty about ingredients is one of Woofer’s core values, and we believed the product should speak for itself. A large wordmark anchors the front, the product title follows, and color-coded badges and ingredient icons tell the rest of the story, all held within generous negative space. The system scales down to individually wrapped sticks, keeping the logo, formula, and support color front and center.
On pack, transparency became literal. We left roughly half of the jerky stick bag clear, because honesty about ingredients is one of Woofer's core values, and we believed the product should speak for itself. A large wordmark anchors the front, the product title follows, and color-coded badges and ingredient icons tell the rest of the story, all held within generous negative space. The system scales down to individually wrapped sticks, keeping the logo, formula, and support color front and center.
On pack, transparency became literal. We left roughly half of the jerky stick bag clear, because honesty about ingredients is one of Woofer’s core values, and we believed the product should speak for itself. A large wordmark anchors the front, the product title follows, and color-coded badges and ingredient icons tell the rest of the story, all held within generous negative space. The system scales down to individually wrapped sticks, keeping the logo, formula, and support color front and center.
To give Woofer more personality without breaking its restraint, we created a series of hand-rendered illustrations in a single color with a dry brush texture. They capture the everyday moments shared between dogs and their people, bringing a human, slightly imperfect touch to a system that is otherwise clean and considered. Used sparingly, they add warmth exactly where it matters.
To give Woofer more personality without breaking its restraint, we created a series of hand-rendered illustrations in a single color with a dry brush texture. They capture the everyday moments shared between dogs and their people, bringing a human, slightly imperfect touch to a system that is otherwise clean and considered. Used sparingly, they add warmth exactly where it matters.
To give Woofer more personality without breaking its restraint, we created a series of hand-rendered illustrations in a single color with a dry brush texture. They capture the everyday moments shared between dogs and their people, bringing a human, slightly imperfect touch to a system that is otherwise clean and considered. Used sparingly, they add warmth exactly where it matters.
To give Woofer more personality without breaking its restraint, we created a series of hand-rendered illustrations in a single color with a dry brush texture. They capture the everyday moments shared between dogs and their people, bringing a human, slightly imperfect touch to a system that is otherwise clean and considered. Used sparingly, they add warmth exactly where it matters.
To give Woofer more personality without breaking its restraint, we created a series of hand-rendered illustrations in a single color with a dry brush texture. They capture the everyday moments shared between dogs and their people, bringing a human, slightly imperfect touch to a system that is otherwise clean and considered. Used sparingly, they add warmth exactly where it matters.
Project Credits
Project Credits
Thank you to the Woofer team. Can’t wait to see this product in real life.
Visual Creative Director
Kiki Bakowski (Self)
Founder
Stephen McBee — The B. Dynasty
