Aflora
Natural Wholesome Happy.

Brand identity, packaging, motion graphics and video content for an independent dog-food producer with its sights on becoming a national brand.

The identity needed to reflect the provenance of the brand. Created in Cornwall and beginning as a cottage industry, it needed to acknowledge its roots. The hand-rendered logo type is not quite perfect, the rough edges give a sense of homemade honesty. The slight arch in the logo type also provides a sense of heritage. The principal colour is deep blue and the palette has a mix of earthy and coastal tones.

For the packaging and wider branding we commissioned a local illustrator: Rose Boex did a fantastic job of bringing to life the range of flavours, showing each flavour as an animal, but in a distinct style. Each flavour draws inspiration from a local beach and Rose’s illustrations give them character.

Our copywriter developed the tag line “Natural Wholesome Happy”, tapping into the core brand values and what customers want for their pets. Our designers worked on the content hierarchy of information and delivered a structure that stands out on the shelf.

The brand identity is warm, friendly and wholesome, drawing from its location. Textures, illustrations, hand-rendered fonts and torn edges give a trusted, local feel and begin to build on the ethos of the company.

We are also developing the brand narrative through motion graphics and video content.