SMOR
Visual Identity
The Conscious Choice for Canine Cuisine
We developed a comprehensive brand strategy and identity for SMOR, a high-quality freeze-dried subscription pet food brand. Positioned at the intersection of premium nutrition and sustainability, SMOR targets parents who value knowing exactly what goes into their dogs' bowls. The brand strategy centered around three core values: radical transparency across the entire value chain, complete nutrition with ethically-produced low-allergen ingredients, and zero food waste practices.
We crafted a sophisticated brand personality blending "Ruler" and "Hero" archetypes, creating a confident voice that speaks with authority while emphasizing the brand's mission to improve pet nutrition and sustainability. The visual identity features a modern, friendly wordmark with playful dog-inspired elements, complemented by a refined color palette that communicates sophistication, trust, and naturalism. The photographic direction emphasizes authenticity, showcasing happy, healthy dogs with clean backgrounds and natural lighting. Every element was designed to position SMOR as the definitive subscription brand that dog owners can rely on for quality and sophistication.
