PROJECT CASE STUDY
STICKS & BONES
Pet Food Brand Identity + Packaging
PROJECT OVERVIEW
Sticks & Bones is a pet food brand offering raw, paleo-inspired meals for growing puppies and kittens. The project involved developing a complete visual identity system to support the brand's launch across retail and promotional channels. Deliverables included brand naming, expressive typographic logos, packaging design, and educational point-of-sale materials. The identity was designed to feel wild yet trustworthy, bridging ancestral nutrition with modern shelf appeal.
01 / PROJECT CONTEXT
STICKS & BONES
PROJECT
Sticks & Bones
ROLE
Designer
FOCUS
Brand Identity, Packaging Design, Illustration
OBJECTIVE & APPROACH
The goal was to create a complete brand identity and packaging system for a pet nutrition line targeting puppy and kitten owners. The brand needed to communicate the raw, ancestral philosophy behind the product while remaining approachable and trustworthy on shelf. Custom illustration, bold typography, and a nature-inspired color system were developed to differentiate Sticks & Bones from conventional pet food brands.
03 / CUSTOM ILLUSTRATION
ILLUSTRATION SYSTEM
A custom illustration system was created to bring personality to the brand across packaging and promotional materials. Each character captures the playful energy of puppies and kittens while maintaining the primal, nature-connected aesthetic of the brand.
05 / PROMOTIONAL COLLATERAL
RETAIL PROMOTION
Promotional rack cards were designed to support in-store marketing and increase product trial. Each card features an offer to encourage purchases and attract first-time customers. A QR code directs shoppers to claim free samples and learn more about the brand. The pieces were created for placement in pet stores, veterinary clinics, and adoption centers.
02 / BRAND IDENTITY
VISUAL IDENTITY SYSTEM
The Sticks & Bones identity draws from primal instincts and natural ingredients. The logo combines hand-drawn energy with structured typography to create a mark that feels both wild and dependable. Supporting brand elements — color palette, type system, and graphic textures — reinforce the ancestral nutrition positioning.
01 / COMBINATION MARK
02 / LOGOMARK
04 / PACKAGING SYSTEM
STRUCTURE + BRAND SYSTEM
The packaging system is built around two product lines — Puppy and Kitten — unified by a shared structural template and brand language. Color and illustration shift between the lines to signal the target pet, while the overall architecture reads as one coordinated family on shelf.
PACKAGING CAROUSEL
Dieline + 3D rendering