MOWGLI
Brand identity, packaging, and advertising for a premium dog food startup — from concept to market-ready product.
The Challenge
Mowgli started as a startup idea: a premium dog food brand built on the promise of real, high-quality ingredients. I joined the founding team to lead the entire design side — brand identity, packaging, and advertising — and together we won funding to bring the project to life.
The challenge was to build a brand from zero that could compete in the premium pet food market. It needed to feel trustworthy enough for health-conscious dog owners, playful enough to stand out on the shelf, and cohesive enough to scale across every touchpoint from packaging to billboards.
Brand Identity
The logo uses a custom wordmark where the “O” is replaced by a paw print — a small detail that makes the brand instantly recognizable and connects every piece of communication back to the product’s purpose. The design is clean and bold enough to work at any scale, from a small packaging label to a city billboard.
Color Palette
A warm, earthy palette that reflects the brand’s core values: natural ingredients, trust, and joy. The yellow brings energy and shelf presence, the brown grounds it in nature, and black and white give the system flexibility across dark and light applications.
Typography
A rounded, geometric sans-serif that feels friendly and approachable without losing professionalism. The soft curves echo the playful nature of the brand while maintaining legibility across packaging, digital, and print.
Nunito — Bold / ExtraBold
Mowgli
Packaging
The packaging was designed to stand out on a crowded shelf while communicating trust and quality at a glance. Each bag features a portrait-style dog photo that creates an emotional connection with the buyer, paired with clean typography and the brand’s signature yellow and brown palette.
Advertising
The advertising campaign leans into humor and personality — because dog owners don’t just buy food, they buy into a relationship with a brand that gets them. The billboard mockups show how the brand translates from packaging to outdoor media while keeping its visual identity consistent and its message memorable.
