Max & Ruffy's makes organic, cruelty-free, nutritious dog treats. Being huge dog-lovers and hands-on small business owners, the clients sought to establish a warm, yet clean brand that immediately communicated what they were about—providing natural dog treats with care and love. To achieve that, we played off the traditional dog bone shape for quick audience recognition, building in natural elements by incorporating the plant forms of some of their ingredients—quinoa, parsley, wheat, and rice.