GOOD BRIBE: A Dog Treat Brand Campaign

GOOD BRIBE reframes dog training as a transaction. Every command is a contract, and every treat is payment.

The campaign began with brand strategy, naming and a sharp comic voice before expanding into a three product collection featuring PAYDAY, THE SWEETENER and THE MUSCLE.

GOOD BEHAVIOR HAS A PRICE anchors the campaign, while lines including THE TERMS ARE SIMPLE. THEY SIT. YOU PAY. and LATE FEES MAY INCLUDE UPHOLSTERY carry the concept across every touchpoint.

The completed brand system includes product architecture, packaging direction, ecommerce imagery, social content, retail applications and motion storytelling. Every execution advances the same idea while remaining unmistakably GOOD BRIBE.

Created as an original portfolio concept.