Strategy-led luxury pet brand
Celebrating pet companionship through opulence
Fold Hill, the UK’s leading farm-to-bowl pet food manufacturer, approached Make Studio to create a luxury dog treat brand, identifying a gap in the market. While we hadn’t worked in the pet sector before, our experience in premium branding made us a natural fit. From the very beginning, we handled naming, strategy, branding, packaging, and photography, working closely with Fold Hill to develop Ruffingtons, a brand dedicated to artisan-baked, high-quality dog treats.
Ruffingtons is built on the idea that dogs are part of the family, and their treats celebrate the special moments we share with our pets. Handmade with natural ingredients and free from artificial additives, they offer an indulgent yet wholesome option. This philosophy shaped the entire brand identity.
Positioning the brand through research and insight
From the outset, we shaped every aspect of the brand, collaborating with strategists and pet industry experts. Through research, focus groups, market analysis, and YouGov data sets, we gained a deep understanding of the audience and their expectations, helping to position Ruffingtons as something truly unique.
Rather than relying on predictable design cues, we took inspiration from high-end patisseries, creating a brand that feels elegant yet approachable. The refined aesthetic is balanced with a warm, friendly tone, ensuring it is clearly for dogs while appealing to owners looking for something special.
A brand inspired by patisseries and patterns
The brand identity draws from classic patisserie design, with subtle Art Deco influences and a high-contrast colour palette. The custom serif wordmark includes delicate details referencing canine features, while the gold paw print stamp acts as Ruffingtons’ seal of excellence. To add further depth, we developed a series of patterns inspired by dog markings and the intricate craftsmanship of the treats themselves. Packaging was a key focus, designed to reflect the premium nature of the product while standing out on the shelf.
We also led the creative direction for photography, working with stylists to create a refined yet inviting visual identity that highlights both the treats and the bond between pets and their owners. The result is a distinctive brand that brings indulgence and elegance to pet treats, reinforcing Ruffingtons’ position in the premium market. We are excited to see these beautifully crafted products appear in artisan shops and cafés, offering a new level of luxury for pets and their owners alike.
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