Petaluma is a pet nutrition company based in Oakland, California that focuses on producing food that is better not only for your pet but for the planet. Its goal is to spark consumer demand for sustainable dog food and to reshape this industry. Petaluma’s products are 100% plant-based and certified organic. tbpmx developed a brand identity that revolves around the brand’s main differentiator: its commitment to the environment. Whilst communicating that now dog owners have a choice through a chunky word-mark that makes the brand approachable, friendly, and memorable. The hues curated support the dynamism of the brand’s illustrative universe while creating an affable twist that adds on to the graphics, where dogs work together with humans to achieve a better world, making it stand out from traditional and photo-centric pets brands. Petaluma caters to a millennial, yet mature audience, that wants to provide the best food option to their furry friends. – From the farm to your dog’s bowl.
To keep up with the rum theme, we picked an image of a monkey – a frequent companion of pirates and sea wolves. Monkeys not only remind customers of southern countries; they also symbolize a light-hearted and ironic attitude to life. These are the qualities that our hero, Ruiz, also possesses. Considering the fact that the label is created in a reserved and structured style, the monkey image creates a contrast with the general mood, adding conceptual dynamism to it.
For the main label, we chose the dark-blue colour. It has long-established connotations with the scientific community, yet at the same time, it is the colour of the sea. The combination of the dark-blue satin background, golden emboss, and ember-coloured liquid of the rum creates a pleasant play of light, accentuating the rich flavour of the product and distinguishing it from its competitors.