Houndztooth.
Pet Wellness · Brand Identity & Packaging
A natural dog wellness range that had outgrown its brand. We built a new identity and a packaging system to carry it, from supplements and freeze-dried meal toppers to grooming.
Founder-made, on a vet-brand shelf.
The pet wellness shelf is full of clinical brands with vet credentials and big budgets. Houndztooth's strength was the opposite: one founder, natural ingredients, real care. The old packaging showed neither. Each product looked like its own brand, the benefit was hard to find, and nothing told an owner that a nutritionist was behind it.
Before
After
02 / The Founder
A founder you can see.
Most big brands are run by faceless suits. Houndztooth is a true founder-led brand. Rachael Tricarico started it in 2018, a natural animal nutritionist who couldn't find natural products that worked for her own dogs.
So Rachael's Quality Promise and founder story run across the whole range. Her signature seal sits on the front of every pack, and the back carries the Houndztooth Promise with her photo. It's a trust device the vet brands can't copy.
A classic pattern, reshaped for dogs.
The new identity takes the traditional houndstooth pattern and turns it into a modern, pet-focused shape. Its silhouette is a dog's face, with pointed ears and a nose. The shape also works as a badge of excellence, sitting over our pets like a crown. It's bold and confident, and it plays against the illustrations and softer typefaces.
Lead with the need.
Owners shop by problem: an itchy dog, a nervous dog, a stiff old dog. So the need state became the hero of every pack, set big and stacked. Each need owns a colour and an icon, and every icon carries the same plus.
