Barney & Deefa — Brand Identity & Strategy

Barney & Deefa is a sustainable pet food and care brand. I led the identity, and the core job was clear from the start: the brand had to earn trust the moment you see it. People are choosing what goes into a family member's body, so it needed to feel both dependable and genuinely warm.

I handled the full identity, from strategy through to a complete brand system.

What I delivered:

Brand strategy and positioning built on ten personality traits

A distinctive wordmark with a hidden paw-print detail

A warm, nature-led colour palette in orange, sage, and forest green

A type system pairing Anton and Inter

Verbal identity and tone of voice guidelines

Applications across packaging, wearables, and stationery

A complete brand guideline document

The result is a cohesive, trustworthy identity that holds up across every touchpoint, from a food bowl to a social post.

Need a brand that turns your positioning into something people trust and remember? I take on a limited number of identity projects. Let's talk.