Treat packaging that barely contains the happy dance

Dogs Love Kale, a Florida-based dog treats company, had carved out a unique niche for itself: super-healthy treats made with quirky ingredients such as kale, snap peas, and even hummus. To expand and clarify their offering, they tapped Thinkso to rebrand them as Dogs Love Us, organize the brand architecture, and design packaging that would help them better compete in an ultra-competitive category. The branding concept we developed celebrates the uncontainable feeling of excitement and emotion that dogs have at treat time, which we termed the “happy dance.” To illustrate it, we employed Fred, a pit bull rescue whose paw print artwork prances across the product line.

Black and white Dogs Love Us logotype with inked paw prints in the background.
“‘Happy dance’ sums up the rebrand perfectly. It’s the reason we started this business—to take care of and enjoy our furry family members—and it really resonates with our customers.” Paula Savarese, President & Co-Founder, Dogs Love Us
Four packages of Dogs Love Us treats, including cheese, kale, snap peas, and peanut butter flavors.

With crowd-pleasing flavors such as peanut butter, cheese, and liver added to the plant-based legacy flavors, Thinkso designed a product logotype system that allows for variability across the packaging program.

Close up of Dogs Love Us logo with white typed dropped out in a black circle.
Close up of Dogs Love Us Crispy Puffs package with treat-shaped illustration and inked paw prints in the background.
Close up of Dogs Love Us Crunch Biscuits package with heart-shaped illustration and inked paw prints in the background.
Close up of Dogs Love Us treat package with the phrase "Healthy treats that bring on the happy dance."
Close up of Dogs Love Us cheese treat package with the phrase "Made in the USA" and an inked paw print in the background.
Close up of Dogs Love Us peanut butter, berry, and goat's milk recipe package with inked paw prints in the background.

The Dogs Love Us logotype appears when representing the brand overall. We custom drew it to look “huggable” using soft, round letterforms and flourishes reminiscent of tails and ears.

We designed a range of boxes and pouches across six flavors and three forms, using color to distinguish featured flavors and sub-flavors.

Our simple but thoroughly considered editorial tells the story of the happy dance and articulates the brand’s commitment to healthy, pure ingredients.

Dogs Love Us long lasting chew treat packages for Hummus and Peanut Butter flavors.

Most dog treat brands opt for saturated color schemes in bright or earthy hues. Our strategy was to differentiate the Dogs Love Us packaging with a bright-white, clean canvas. The packages stand out well in retail, underscore the all-natural message, and allow the unique flavors and happy dance paw illustrations to pop.

A brown and white pitbull breed dog named Fred with an orange squishy toy ball in his mouth.
Many black inked paw prints on a large sheet of white paper.

Just one year after jumping into his eventual owner’s open car door as she attempted to help him out of oncoming traffic, Fred, homeless at the time, is now a working illustrator who splits his time between his New York City office and his Vermont studio-barn.