Type of project
Dec. 12, 2014
Mutt is a pet food and treats brand determined to provide cats and dogs with an improved diet that better resembles their true nature and origin. They specialize in creating completely natural and raw food meals formulated according to each pet’s individual needs and lifestyle.
Our design proposal focuses on Mutt’s role as a family or club where membership is acquired through well being rather than breed or origin.
Unity and fairness towards stray dogs and mutts is an integral part in the company’s mantra and activities, as many of their efforts focus on encouraging and supporting pet adoption and their ethical treatment. The name “Mutt” comes from this initiative, and is supported by a club-like brand treatment of black and gold used to depict royalty and pride.
The logotype work is inspired by Ivy League club typographies while the emblem is a modern take on family crest symbols. A clean and simple visual language is used to convey the products’ purity and raw nature.