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Visual Identity System

introductionRequest: Brand Guidelines Creation for Ruff Dog FoodClient: Ruff Dog FoodAgency: The Design WolfRuff Dog Food is targeting health-conscious pet owners and is set toenter the pet food market. We seek The Design Wolf's expertise to create compelling brandguidelines, ensuring a resonant market debut. Our ask includes a concise brand identity, logo, color palette,typography, and consistent voice to shape our image and messaging.www.thedesignwolf.com

table of contents1.0 the brand1.1 essence1.2 foundation1.3 tone of voice2.0 the logo2.1 logo safe zone2.2 logo usage2.3 brandmark3.0 color palette3.1 color palette3.2 color usage3.3 gradient sample4.0 typography4.1 typography4.2 hierarchy5.0 posters5.1 product posters5.2 social media6.0 videos6.1 HD promo6.2 logo promo6.3 social reels6.4 gifs7.0 iconography7.1 icons set7.2 icons usage8.0 application8.1 signage8.2 merchandise8.3 accessories8.4 packaging9.0 packaging9.1 packaging 9.2 dielines9.3 mockupsRuff foods - Visual identity system

1.0the brandRuff Foods 24 - Visual Identity SystemThe brand's essence, rooted in its mission and vision,steers the entire team in a unified direction.

essenceThe brand's essence, rooted in its mission and vision,steers the entire team in a unified direction.missionvisionTo revolutionize canine nutrition by crafting superior quality, genuinelynutritious dog food that enhances vitality, supports long-term health, andbring joy to every mealtime.To lead the global transformation towards sustainable, health-forward dognutrition, making Ruff Dog Food the first choice for pets and their owners,one bowl at a time.Ruff foods - Visual identity system1.1

foundationThe brand's essence, rooted in its mission and vision,steers the entire team in a unified direction.commitment to animal healthRuff Dog Food is unwavering in itsdedication to improving the healthand longevity of dogs. nutrient rich formulationsWe focus on health and vitality,offering recipes packed withproteins, vitamins, and minerals,customized for dogs of all ages.high quality ingredientsRuff Dog Food focuses on health andvitality, offering recipes packed withproteins, vitamins, and minerals,customized for dogs of all ages.transparency and trustAt ruff foods, we maintain an open-doorpolicy regarding our production processand ingredient sourcing, fostering trust withpet owners through transparency and acommitment to quality and safety above all.Ruff foods - Visual identity system1.2

tone of voiceThe brand's essence, rooted in its mission and vision,steers the entire team in a unified direction.warm & welcomingOur conversations radiate warmth,making everyone feel at home withour brandauthenticWe focus on health and vitality,offering recipes packed withproteins, vitamins, and minerals,customized for dogs of all ages.inspirationalOur conversations radiate warmth,making everyone feel at home withour brandinnovativeCreatively leading, we communicate with anedge that speaks to our forward-thinkingapproach.Ruff foods - Visual identity system1.3

2.0the logoNavigate our brand and logo guidelines on this page tobetter know us and our brand.Ruff foods - Visual identity system

the logoRuff Food’s logo consists of the typeface - We have adapted the font to feature Ruff Food's dog mascot.Ruff foods - Visual identity system2.1

logo safezoneEnsure the logo's integrity by maintaining a clear safezone, free from clutter or overlapping elements.Ruff foods - Visual identity system2.2

brandmark the brandmark features a charming dog, capturing the spiritof loyalty and care at the heart of the brandRuff foods - Visual identity system2.3

logo applicationLogo guidelines ensure clear visibility andcontrast on any color background.Ruff foods - Visual identity system2.4

3.0color paletteThe brand features a harmonious color palette thatconveys warmth, trust, and vitality.Ruff foods - Visual identity system

color paletteThese solid colors are crucial to our brand identity,distinguishing us from competitors and appearingacross various brand expressions.Ruff foods - Visual identity system3.1#90bd5crgb(144, 189, 92)hsl(88, 42%, 55%)hsv(88, 51%, 74%)Dollar Bill Green#F582A9rgb(238, 43, 109)hsl(340, 85%, 55%)hsv(340, 82%, 93%)Tickle Me Pink#ffba1argb(255, 186, 26)hsl(42, 100%, 55%)hsv(42, 90%, 100%)Orange-Yellow#51b3c8rgb(81, 179, 200)hsl(191, 52%, 55%)hsv(191, 60%, 78%)Dusty Blue

color usageRuff dog foods utilizes a warm and inviting color palette,epitomizing the brand's promise of care and quality in every bite.Ruff foods - Visual identity system3.2

color usageRuff dog foods utilizes a warm and inviting color palette,epitomizing the brand's promise of care and quality in every bite.Ruff foods - Visual identity system3.2

color usageRuff dog foods utilizes a warm and inviting color palette,epitomizing the brand's promise of care and quality in every bite.Ruff foods - Visual identity system3.2

packagingRuff foods - Visual identity system8.4

packagingRuff foods - Visual identity system8.4

4.0typographyThe brand features a harmonious color palette thatconveys warmth, trust, and vitality.Ruff foods - Visual identity system

typography - logoRuff Foods leverages the sharp, clean lines of AllerDisplay fontto radiate a modern and authoritative brand voice.Aller DisplayAaA B C D E F G H I J KL M N O P Q R S T UV W X Y Z 0 1 2 3 4 5 6 7 8 9 ¿ ? ¡ ! &@ ‘ ’ “ ” « » % * ^# $ £ € ¢ / ( ) [ ] { } Ruff foods - Visual identity system4.1Aller Display takes the design of Aller in a slightlymore extreme direction, using small caps for someof the lowercase letters. This gives your messagemore impact and bold recognition.Aller Display Regular

typography - paragraphRuff Foods leverages the sharp, clean lines of Filson font toradiate a modern and authoritative brand voice.FilsonA B C D E F G H I J K L MN O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 ¿ ? ¡ ! & @ ‘ ’ “ ”« » % * ^ # $ £ € ¢ / ( ) [ ] { } Ruff foods - Visual identity system4.2Filson Pro is a new geometric sans serif family with versatility in mind.With its 575 glyphs and its round aspect, this typeface covers all kindof graphic and web design projects. This font family contains 16 fontsfrom Thin to Black with a professional range of Opentype functionssuch as pro kerning,lining and oldstyle figures, stylistic alternates,case sensitive forms, localized forms and f-ligatures. Filson ThinFilson RegularThe quick brown fox jumps over the lazy dogThe quick brown fox jumps over the lazy dogFilson MediumThe quick brown fox jumps over the lazy dogFilson BoldThe quick brown fox jumps over the lazy dog

5.0postersthe posters combines bold, vibrant designs with the spiritof a healthy, joyful pet lifestyle.Ruff foods - Visual identity system

product postersThe concept poster for Ruff Foods shines with innovation, featuring bold,dynamic designs and vibrant visuals. Ruff foods - Visual identity system5.1

product postersRuff foods - Visual identity system5.1

product postersRuff foods - Visual identity system5.1

product postersRuff foods - Visual identity system3.1

product postersRuff foods - Visual identity system5.1

social mediaAdopting a unique 'Pawsome' theme, the social media posters masterfullyblend consistent brand colors and guidelines, adding a distinctive touch.Ruff foods - Visual identity system5.2

social mediaRuff foods - Visual identity system5.2

6.0videosUnleash the flavor of Ruff Dog Food with our bite-sizedvideos and reels, crafted to give a peek into thewholesome nutrition for your loyal companion.Ruff foods - Visual identity system

HD promoRuff foods - Visual identity system6.1

logo promoRuff foods - Visual identity system6.2

logo promoRuff foods - Visual identity system6.2

social reelsRuff foods - Visual identity system6.3

social reelsRuff foods - Visual identity system6.3

before & afterRuff foods - Visual identity system6.4

before & afterRuff foods - Visual identity system6.4

7.0iconographyRuff Foods embraces distinctive iconography, blendingplayful paw prints and vibrant, nutritious food imagery tosymbolize quality care and joy for your pet.Ruff foods - Visual identity system

icons setPatternRuff foods - Visual identity system7.1

icons usageRuff foods - Visual identity system7.2

8.0integrationRuff Food’s distinct sense of branding breathes life intovarious touchpoints, from stationery and business cardsto signage, merchandise, and website developmentRuff foods - Visual identity system

signageRuff foods - Visual identity system8.1

signageRuff foods - Visual identity system8.1

merchandiseRuff foods - Visual identity system8.2

merchandiseRuff foods - Visual identity system8.2

merchandiseRuff foods - Visual identity system8.2

accessoriesRuff foods - Visual identity system8.3

accessoriesRuff foods - Visual identity system8.3

accessoriesRuff foods - Visual identity system8.3

accessoriesRuff foods - Visual identity system8.3

9.0packagingRuff foods - Visual identity system

packagingRuff foods - Visual identity system9.1

packagingRuff foods - Visual identity system9.1

packagingRuff foods - Visual identity system9.1

packagingRuff foods - Visual identity system9.1

packagingRuff foods - Visual identity system9.1

dielinesRuff foods - Visual identity system9.2

dielinesRuff foods - Visual identity system9.2

dielinesRuff foods - Visual identity system9.2

mockupsRuff foods - Visual identity system9.3

mockupsRuff foods - Visual identity system9.3

mockupsRuff foods - Visual identity system9.3

Ruff dog foods utilizes a warm and inviting color palette,epitomizing the brand's promise of care and quality in every bite.Ruff foods - Visual identity system9.3mockups

10.0contactRuff foods - Visual identity system

hello@thedesignwolf.comHAVE YOUR BRAND GUIDECUSTOM-DESIGNEDEmail:W W W . T H E D E S I G N W O L F . C O M