Three Dog Rewards

Visual Identity

Three Dog Bakery selected Brand Caddy to design the visual identity for their new rewards program, Three Dog Rewards. This program will extend to social media, in-store signage, and in-app experience.

Since 1989, Three Dog Bakery has been “The bakery for dogs” that crafts treats with simple ingredients and bakes in small batches, slow baking to lock in nutrients. It all started when their rescue pup, a Great Dane named Gracie was having trouble eating mass-produced dog food. They began baking treats for Gracie, until they needed to expand from their little kitchen into an actual bakery.

Our goal in designing for Three Dog Rewards was to retain pieces of the legacy brand, while adding a new illustrative touch to the rewards program.

The Scope:

Responsive Logo
Supporting Images & Brand Pattern
Signage and Social Images

Visual Identity Goal:

Create a playful identity that:

Balances both distinction from and cohesion to the Three Dog Bakery parent brand.
Is modern but has some handmade quality to the design.
Appeals to Three Dog Bakery customers in a fun way.

The Stylescapes Process

Stylescape - a design deliverable that helps present the visual language and direction of a project. They consist of fonts, color, logos, images, and digital or physical elements.

With an established color pallet and well-defined brief, we set our sights on two slightly different design directions in the stylescape process.

This stylescape was titled “Clean-Lined Cafe”, with more focus on modern design, sans-serif type, and geometric shapes.

A collage of icons on a purple and white background

This stylescape was titled “Chill Pizza Patio”, with fun hand-drawn illustrations, natural textures & patterns, and swashes in its type.

A collage of images including one that says ' bingo pizza ' on it

Ultimately the “Chill Pizza Patio” was the winning direction and we began developing a design direction based on it.

Icon, Logo, and Badges + Brand Pattern:

Three Dog Bakery had expressed they were leaning more toward the use of a mascot, and that it should represent Gracie the Great Dane, one of the original “three dogs”. With Gracie taking priority, we set out to get her illustrated first. She has a hand-drawn line quality to reflect the style established in the stylescapes, but is balanced out by the solid colors around her. An extra playful crouched pose was also added for when they need something a little more horizontal.

A palette of colors with the word kala on the bottom

The swashes were identified as a positive feature in the stylescapes, and we continued the curve of the ‘R’ into Gracie’s wagging tail to tie them together. Doing this provided a tidy icon to break out from the main logo.

initial direction

Early iterations of the logo were incorporating my own hand-lettered script, but Three Dog Bakery opted for a clean sans serif instead.

Button
Button

From here, various badges were created in a half-circle arch shape to mimic some of Three Dog Bakery’s packaging features as well as the archways on some of their retail store buildings. These allow a ton of flexibility in how they want to use their logos without sacrificing any consistency in their visual brand.

The “Dalmatian print” was something we discussed during the stylescape process as another element to incorporate as a nod to another "original 3" dog - Dottie. I kept the sketched line quality in the pattern, and gave them the full color palette to choose from for different color combinations. This will come in handy for signage and social media.