Emmy’s Best Pet Products

An Identity With Bark and Bite

The Challenge

Emmy’s Best isn’t some faceless, mass-market pet brand. They’re family-run, proudly USA-made, and full of heart – with premium ingredients and no gimmicks.

But you wouldn’t have known that from the original packaging. The old brand felt generic. Disconnected. And for a company created in honour of one very special Labrador? It wasn’t cutting it.

Their ask: Give us a brand that leads the pack.

The Approach

Every great brand starts with a story. And this one starts with Emmy – the founder’s beloved Lab, and the reason the business exists at all.

So we made her the star. Literally.

The new logo puts Emmy in full stride – loyal, joyful, unmistakably present. She’s not a mascot. She’s the brand’s heartbeat. And that energy runs through everything.

The design system is:

• Clean – nothing extra, nothing overworked
• Simple – easy to recognise online or on shelf, even easier to pick up
• Striking – bold type and unmistakably the same brand across every SKU

From treats to dental care, every pack now looks like part of the same thoughtful family.

And we didn’t stop at packaging. We rolled the identity out across Amazon, Walmart, and Shopify – giving Emmy’s Best a voice (and presence) wherever pet parents buy.

The Impact

Today, Emmy’s Best looks as good as it tastes – and finally reflects what it’s always stood for.

The rebrand:

• Centres the story at the heart of the business
• Highlights their USA-made quality and care
• Builds trust across all products and platforms

And we’re still running alongside them – fine-tuning labels, launching new SKUs, and keeping the brand tight as it grows.

Because when your brand is built in honour of your best friend – it needs to show up like one.