Front Of The Pack

Setting a new standard in pet health, so every pet and parent can thrive together.

The most common diagnoses made by veterinarians in the US are entirely preventable with the right support. But the odds are stacked against pet parents...

Traditional pet care is reactive, not proactive, with billions spent addressing issues too late. Complementary health for pets is also an under-served category with shaky standards. Misinformation rules, from bad 'wellness' advice to misleading product label claims.

Say hello to simple, science-led supplements that inspire pet parents to take the leash.

My role

While the brand was still in the ideation phase, I designed the visual brand identity and design system. I later translated the brand to all touchpoints and worked closely with the product design team to build the digital experience. I also created a unique illustration style with an illustrator, Jake Tyas, that we intended to combine the charm of dogs with pinch of seriousness from the science world.

I worked on

Brand Identity & Logo
Art Direction
Packaging
Illustration Direction
Web Design
UX/UI
Email
Paid Social

The design system

Logo

Front Of The Pack – the name says it all. It was only right that the logo be dynamic, bold and modern. I aimed for a sense of movement, and did so by using devices such as slanting, upward-movement, and diagonals.

Colours & typography

A take on the classic vet scrub green is used as the primary brand colour. It is offset with a variation of lighter greens and natural (doggie) tones.

Bold, slanted typography is used selectively for impact in marketing experiences. In the digital experience, we use splashes of italics in heading copy to mimic this diagonal dynamism.

Illustration & photography

I created a bespoke distinctive illustration style with an illustrator, which combines the charm of dogs with the precision of science. This unique aesthetic is achieved by juxtaposing precise shapes with softer textures.

Our brand photography is real, unposed and always captures the charm of dogs and the bonds we create with them.