Toe Beans
TOE BEANS DOG FOOD CONCEPT
BRAND IDENTITY
PACKAGING
Toe Beans is a modern, cozy pet food brand designed for senior dogs, inspired by my own dog. As Coco got older, I became more conscious of what I was feeding her, how ingredients affected her digestion, energy, and overall comfort. Many senior dog foods felt either overly clinical or visually outdated, lacking warmth and emotional connection.
I designed Toe Beans to bridge that gap: a brand that treats senior dog nutrition with care and transparency, while still feeling playful, comforting, and human. The concept focuses on simple, thoughtfully chosen ingredients, clear communication, and a visual identity that reflects the quiet joy and companionship of life with an aging dog. At its core, Toe Beans celebrates small moments, soft paws, cozy routines, and the trust we build with our dogs over time.
BRAND PILLARS
BRAND VOICE TO VISUAL SYSTEM
Toe Beans translates its gentle, honest brand voice into a soft, restrained visual system designed for senior dogs and their humans. Rounded typography (Ohno Softie Variable) communicates warmth and approachability, while a neutral, earthy base palette establishes trust and calm. Muted, ingredient-derived colors subtly differentiate products without relying on loud or artificial cues, and a clean secondary typeface (Acumin Pro Condensed) provides legibility for important information. Illustrations are cozy and playful, and overlaid with a subtle grain texture to call back to retro styles. Together, these decisions create a senior-friendly identity that feels comforting, modern, and human, instead of clinical.
TYPOGRAPHY & ILLUSTRATION EXPERIMENTS