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.
Custom illustrations of large dog breeds bring Hank & Roy’s personality to life. With meticulous pen scratch detailing, these illustrations of breeds like German Shepherds and Retrievers highlight the brand’s dedication to craftsmanship and quality. Rendered in a refined palette of green and gold, the artwork evokes the rugged yet premium appeal of the brand. Whether on packaging or promotional materials, these bespoke illustrations connect with customers who share a love of big dogs and the great outdoors.
We crafted a visually dynamic Shopify website that seamlessly integrates Hank & Roy’s branding elements. The layout highlights their premium product line while telling the story of their commitment to quality and natural ingredients. Custom illustrations, logos, and the earthy color palette are woven throughout, ensuring a cohesive online presence. Easy navigation, bold product imagery, and engaging storytelling work together to provide customers with a seamless shopping experience.
To bring Hank & Roy’s products to life, we created a collection of lifestyle photography showcasing large dogs enjoying the treats. From a Retriever playfully chewing a pig ear to close-ups of the products styled on warm backdrops, each image tells a story of adventure and indulgence. These visuals capture the essence of Hank & Roy’s target audience—outdoorsy, rugged, and devoted to their loyal companions. Perfect for social media and marketing campaigns, the photography underscores the premium, natural qualities of the brand.
