The brief was simple: take a genuinely good product — sun-cured, naturally grown hay from a single patch of East Coast farmland — and build a brand that small-pet owners reach for on the shelf. We anchored the identity in the brand's own story: a little road where the sun shines bright and the grass grows fast. From there we built a bold, characterful system across the full range — Lucerne, Timothy, Meadow and Straw — that holds up at retail and online.

Deliverables

• Brand strategy and positioning

• Logo and mark design

• Colour and typography system

• Packaging design across the product range

• Brand styleguide and asset library

• Campaign and social media design