Deliverables: Brand Identity Design, Packaging Design, Social Media Posts

Lickies was founded with a passion for creating tail-wagging moments for dogs. Their mission is providing pets with treats that are safe and absolutely irresistible. Lickies believes every dog deserves a treat to indulge in, and every pet parent deserves peace of mind with a brand that puts pets’ health and happiness first.

The Goal: The project goal was to show Lickies’ playful and energetic personality through a fresh identity that feels appealing to pet parents and looks instantly recognisable in a competitive pet treat market.

The Approach: Instead of relying on pet imagery commonly seen in this category, I approached Lickies as a human-focused brand, as pet parents are the ones choosing the product. For the logo, I picked a bold, bubbly font to reflecs the brand’s joyful spirit and added subtle dog-inspired elements: dog noses replaced the dots of the “i”s, and the leg of “k” turned into a wagging tail.

A bright colour palette brought even more energy to the brand, helping Lickies stand out on shelf and communicate the fun element of the brand at first glance.

To engage the owners even further, I’ve created icons that could then be used for merchandise like pins or stickers, giving pet parents a fun way to show their love for the brand.

The Outcome: The result is a distinctive, playful brand identity designed to connect with pet parents, with just enough dog-inspired charm.