DUKE’S PET FOOD BANK
illustration / branding / copywriting / web design + build
I was approached by Karen to create the branding for her new initiative, a pet food bank. She knew she wanted it to feature her own pet, Duke, a hugely characterful (and enormous) white German Shepherd, and she wanted it to have a retro look and feel.
The Problem
- a food bank can’t function without donations so Karen’s biggest challenge would be winning donors’ goodwill and confidence. People needed to trust Karen to distribute their gifts wisely;
- another bank existed in the same area so this one needed to stand apart in terms of visuals and professionalism
The Solution
I designed a brand which is warm, relatable and friendly, featuring Duke as a waiter in a 1950s American diner. As most donors would be pet owners, the entire website is written from Duke’s point of view, in line with the current trend for instagram pet accounts. The palette is bright, warm and retro, and the branding was applied consistently across all media with the use of brand guidelines.
This makes people feel happy to approach Karen with queries, and the professionalism and consistency mean donors are confident that the food they give will get to the right people.
Which means that more pets get fed.
