Launching a dog-loving, planet-saving startup

Bone Appétit! Dog-loving, planet-saving startup Some Grub makes sustainable dog treats made from insects. Yep, insects. These nutritious treats put the planet and pet health first, without compromising on taste.

We worked with the Some Grub team to create the brand identity, packaging and website to help them with their mission to redefine responsible pet parenting.

We celebrated the planet-friendly ingredients and canine community, balancing premium with playful and avoiding the traditional ‘eco aesthetic’. At the core of the identity is the new logo. A grub forms the ‘G’ to proudly represent the protein-packed insects that go into Some Grub and a tail lives in the ‘S’ as a nod to their happy canine customers. 

The plastic-free packaging design was inspired by retro tins from the early 1900s, with the canine heroes taking centre stage. Flo the saluki, Maurice the bulldog and Rodney the poodle are on a mission to change the dog food industry, one grub at a time. These warm illustrations are balanced with hand rendered typography and the unmissable logo.

With the help of Rhombus, Some Grub have gone from a start-up launched out of founders Ollie and Ben’s bedrooms to being stocked in Co-op nationally as well as a wide range of boutique and independent shops that are proud to stock this playfully innovative product that has plenty of bite.