Willow & I is a U.S.-based start-up dedicated to healthy dog treats. Our challenge was to create its brand identity from the ground up name, positioning, visual system, packaging, and tagline rooted in the belief that pet owners no longer trust the industry’s health claims.
Our goal was to craft a compelling narrative around transparency and the deep emotional bond between dogs and their owners. The result is a distinct, heartfelt brand featuring:
Name & Logo: “Willow” is a common U.S. dog name, and Willow & I evokes companionship. The ampersand subtly mimics a wagging tail, reinforcing joy and connection.
Graphics & Typography: A handmade typeface, organic illustrations, and ingredient icons create a warm, artisanal feel, celebrating the beauty of less industrialized products.
Tagline & Packaging: “No hidden words, just honest love.” paired with natural imagery and thoughtful packaging, this message underscores transparency and the unbreakable bond between dogs and their owners.
Willow & I stands out as an authentic, design-driven brand, offering genuinely healthy treats with a visual identity that speaks to trust, warmth, and love.
