The Dog Grocer

( VISUAL IDENTITY )

( INTRODUCTION )

The Dog Grocer (TDG) is a local pet brand that place importance in moving towards sustainability. They assure the highest quality of ingredients for their drool-worthy treats, never disapointing their furry friends.

In a nutshell...

This rebranding project aims to bring a cohesive look to their wide variety products. Also stepping towards a sustainable direction.

Service: Strategy & Positioning, Brand Identity, Packaging

Client: The Dog Grocer

Year: 2022

My responsibilities

Led by the incredible duo from STUDIO DAM, I created the new brand identity system packaging, store/booth graphics as well as a set of brand templates for social media. I was also part of the branding strategy, positioning, and tone of voice with the brand strategists.

Our client realised how her products are massively in demand. Their branding and packaging, however, was holding them back. The small operation would paste sticker label on the plastic packaging that are hand packed and sealed. This process was time-consuming, and too many to categorise. As the company gained in popularity, they wanted packaging that was aesthetically pleasing and sustainable.
They're drooling... for a reason!
The new identity centres around the logo, that remained unchanged. Quiet confidence and minimal to place most of the focus on the products.
To capture their brand personality we created a spirited, humourous yet comprehensive brand system for their ever-growing product range. Their product ranges from Treats and Chews, Supplements and Frozen Foods. Proudly-known for their Signature Flavours - Ondeh Ondeh, Bandung and Black Sesame.
Sustainability is a big aspect to the project. To simplify the recycling process for the consumers, we ensured the paper packaging does not use any ink or glue that would contaminate the recycling process. The plastic and paper materials are two separate entities which also helps with the recycling process.
Pawrenting Simplified is a tagline we curated for their brand. As a result, the brand exudes an approachable and pawsitive tone of voice.
Strategy & Positioning, Brand Identity, Packaging, Art Direction
STUDIO DAM
Creative Director: Matthijs Rikken
Managing Director: Debby Yu
Brand Strategist: Debby Yu and Annice Lim
Senior Designer: Adila
Copywriter: Annice Lim
STUDIO DAM Productions
Art Director: Adila
Team: Adila, Annice and Azri
Producer: Annice Lim
LateLateLatte Productions
Photographer: Guang Shun
Creative Director: Matthijs Rikken and Debby Yu
Art Director: Adila
Producer: Annice Lim