Rooto’s packaging, designed by Better than Sunday, throws out the unofficial rulebook on pet food branding.

Instead of the usual muted tones and predictable layouts, Rooto brings bold typography, high-contrast colors, and expressive imagery that reflect the energy and individuality of dogs. The logo is straightforward yet full of character, much like the brand name itself.

Each product highlights a specific vegetable, using distinct visual treatments to capture its personality. Carrots are sharp and dynamic, beets are deep and textured, pumpkins feel solid and substantial, and kale is outlined to emphasize its lightness with an unexpected boldness. The color choices are rich, making each product feel deliberate while still part of a cohesive lineup.