Good Boy Provisions bakes one dog biscuit in a home kitchen in Spokane: salmon and oat, five ingredients, no wheat. The store is for people who read the back of the bag, so the ingredient list is on the front page and the tone is warm without being cute.
Who this theme is for
A pet food maker, a small treat bakery, or any consumable where the ingredient list is the reason to buy. The benefits block is written as the five ingredients rather than five adjectives.
What was decided in the brief
Home & Lifestyle style: a serif italic hero and accent buttons on a warm ground. It is friendly without the clip art most pet stores reach for, which is what lets the product look like food rather than a toy.