Spec / Concept Project
Self-initiated sample work for a fictional brand. Not client work. No real brand, results or metrics are implied.
The brief
Good Dog Days is an imagined daily-wellness brand for dogs (chews, toppers, supplements). The job: build a verbal identity that feels like a happy morning walk, and stays credible and compliant on pack.
1. Brand personality
Warm. Playful. Quietly expert.
Warm like a tail wag, never saccharine.
Playful with the dog's world, never childish with the owner's trust.
Quietly expert: we explain simply, and we never overpromise.
2. Tone of voice
We are | We are not |
|---|---|
Friendly, direct | Cutesy, baby-talk |
Specific ("chicken, pumpkin, oats") | Vague ("premium goodness") |
Confident about care | Loud about miracles |
Tone dial: Playful on social and pack fronts. Calm and precise on ingredient panels, FAQs and anything health-related.
3. Manifesto
Every day is a good one, if you get the small things right.
The walk that runs five minutes long.
The bowl licked clean.
The head on your knee at 6 p.m. like clockwork.
Dogs don't ask for much.
They ask for us, and a little more of it.
So we make the small things better.
Simple ingredients you can read out loud.
Routines that fit into real mornings.
Honest words on every pack.
No miracles. No fine-print drama.
Just everyday care for the one who greets you like you've been gone a year.
Good Dog Days. Made for the small things.
4. Tagline options
Made for the small things. (recommended: ownable, warm, flexible)
Here's to every day.
Daily care, tail included.
Good days start here.
Simple. For the best boy, girl and goof.
5. Naming and range architecture
Format: Benefit-in-plain-words + Moment
Morning Bites: daily soft chews
Calm Walks: calming-style chew (claims-checked wording below)
Shiny Days: skin & coat support
Happy Hips: joint support for active adults and seniors
Gut Feelings: digestive support topper
6. Claims language guide (illustrative; to be verified by regulatory/legal)
Instead of | Write |
|---|---|
"Cures anxiety" | "Formulated to support calm behavior" |
"Fixes sore joints" | "Supports healthy joints and mobility" |
"Vet approved" (unless true) | "Developed with veterinary nutrition input" (only if accurate) |
"Best food ever" | "Made with real chicken as the first ingredient" (only if accurate) |
"Natural healing" | "Made with ingredients you can name" |
Rule: Describe support, never treat, cure or prevent. Every claim needs a substantiation file.
Standard line: "Complete and balanced" appears only where nutritionally validated. Supplements carry "Not intended to diagnose, treat, cure or prevent any disease."
7. Packaging copy sample: Happy Hips chews
Front: Happy Hips. Daily joint support chews. For dogs who still think they're puppies.
Callouts: Supports healthy joints & mobility · Real chicken flavor · 60 soft chews
Back headline: For the zoomies that last a lifetime.
Body: Every wag counts. Happy Hips combines glucosamine and green-lipped mussel to support joint health as your dog stays active. Made with ingredients you can name.
How to feed: Give one chew a day with a meal. Always provide fresh water.
Closing line: Here's to the next walk.
(Ingredient and dosage details are placeholders for regulatory review.)
8. Copy rules for the brand book
Lead with the dog's moment, then the benefit.
Name ingredients, not adjectives. Cut "premium," "gourmet" and "superfood" unless proven.
One idea per line. Pack copy should read in three seconds.
Humor stays light. No jokes on health, age or loss.
Say "support," never "cure."
Contractions always. We sound like a person.
Sentence case. Capitalize product names only.
Emoji: none on pack, sparingly on social.
Owners are "you." Dogs are "your dog" or by name, never "fur baby."
When in doubt, be plain.
Timeline this sample models
Voice and manifesto first, then packaging copy locked, then brand book copy rules.
0 likes · 1 view · Nov 12, 2026
Warm and playful brand identity for a dog wellness brand, including taglines and packaging copy.