Minimal, uncomplicated and completely memorable are perfect descriptors for the Drooly Dog Food logo and namesake recipe. This direct-to-consumer fresh dog food brand was engineered of love and born at the intersection of tech and dog nutrition. After the loss of a beloved furry family member at the hands of digestive issues, Drooly co-founders engineered an algorithm to find the most calorically dense, scientifically nutritious recipe. 

A clever and charming emblem rich with negative space was apropos of Drooly’s approach to food: perfect in it’s simplicity, with plenty of transparency and attention paid to what’s not present, such as harmful supplements or dyes. To that end, broken-in denim and dog bone beige provide a comfortable canvas for natural ingredients to alight on. 

Photos by Allendorf & Company.