The brief
Johan opened the shop in 2020, with his golden retriever Otto behind the counter. The treats are baked from four or five ingredients, weighed into bags and sealed with a sticker from an office printer. Regulars trusted them. On a shelf somewhere else they looked like any supermarket treat.
Two vet clinics had offered to stock the bags if they looked like something a vet could recommend. Johan had a supplier lined up for new bags and five weeks to deliver the artwork.
What we made
A wordmark that reads on a jar lid and on the sign over the door.
A label system with one colour per protein, so chicken, salmon and lamb are easy to find on a shelf. The front of every bag names the ingredients in five words or fewer, and the back has the full list and the feeding guide.
Shelf signs, a chalkboard template for the counter, the shop sign, a one-page site with a stockist map, and a short guide for vets on how to display the bags.
What changed
The treats are now sold at 11 vet clinics and dog groomers in Skåne, up from none.
40% of sales now happen outside the shop. Johan hired a second baker in the spring and bakes three days a week instead of two.
