Many dog (and cat) owners are losing faith that big-brand pet foods are good for their pets — they’re demanding nutritious pet food that’s real food. In a category defined by highly-processed, nutritionally-dubious options that feature busy designs and questionable claims, Honestly Bare is radically simple and clear about good food for pets, starting with their ingredients.

To disrupt the assumption that pet food brands have something to hide, we uncomplicated every aspect of the pet food experience. We started by crafting an ownable foundation and positioning that would win with pet owners who scrutinize brands and products to avoid getting duped in search of the most nutritious food for their pet. Then, we extended the brand by creating a distinct identity, packaging for their product suite, a website, and promotional materials to boot.