Hank & Roy entered the market with a mission to redefine premium, all-natural dog treats for medium to large breeds. Catering to rugged, outdoorsy dog owners—often blue-collar men—the brand needed to exude strength, trustworthiness, and sophistication. Our team was tasked with creating their identity from the ground up, including branding, packaging, a Shopify website, and sales materials. The goal? To ensure that every detail reflected Hank & Roy’s commitment to premium quality while resonating with their masculine, adventurous target audience.
At the heart of Hank & Roy’s branding is a robust logo system that communicates reliability and premium quality. The primary logo, housed within a shield shape, symbolizes strength and trust, while bold typography with sharp, clean lines adds a masculine edge. Warm, earthy tones were selected to provide versatility across mediums, with a balance of sophistication and approachability. Beyond the primary logo, the system includes versatile secondary marks: a minimalistic “H&R” badge and an emblem featuring a campfire—a nod to slow-roasted products and outdoor adventures. Together, these elements create a cohesive, flexible identity that stands out in the premium pet product market.
Hank & Roy’s packaging was designed to catch the eye while conveying the brand’s commitment to quality. The earthy tan base provides a natural, grounded feel, while woodcut illustrations of outdoor scenes evoke adventure and exploration. A bold, shield-inspired label for product names ensures instant recognition, while metallic accents and a matte finish elevate the sense of luxury. Each pouch features unique dog illustrations on the front and clever taglines like "Bones. The Original Treat." on the back, striking a balance between charm and sophistication. The result? Packaging that tells a story while ensuring premium shelf appeal.
