Dreamjar for The Doggy Bakery

What if branding could speak to dogs too?

About

The Doggy Bakery (TDB) is a Bengaluru-based bakery for dogs that partnered with Dreamjar for a complete brand identity redesign. Serving cakes, treats, and fresh meals made from human-grade ingredients, it celebrates the bond between pets and their parents through thoughtful, healthy food.

BrandingVisual Communication

Detailed Scope

Brand Identity Design
Brand Strategy
Logo Design
Visual Language Development
Packaging Design
Marketing Collateral
Merchandise & Product Design

Winner

Challenge

Most pet bakeries looked the same: pastel palettes, cute icons, and cursive fonts. They looked appealing, but blended into the crowd. TDB needed a rebrand that could break through this sameness and stand out in a growing pet food market.

Solution

We reimagined TDB with a brand identity designed for both dogs and humans. A bold colour system rooted in canine vision, playful patterns inspired by pets, and a logo that felt like a friend made the brand instantly warm and memorable. Beyond the bakery, we also introduced Wiggles by TDB, an exclusive line of merchandise and take-homes, setting the stage for the brand’s future.

When every pet bakery looked the same.

Soft pastels. Cartoon bones. Polished cursives. Every pet bakery carried the same predictable recipe for design. Pretty for a feed, but forgotten in a swipe. The Doggy Bakery wanted more than a coat of frosting.
It needed an identity that stood out, one that made people stop, smile, and stay.

But what if the question was never about humans alone.
What if branding could speak to dogs too?

Welcome to the bark side.

The logo had to feel like a friend. Cheerful, approachable, and instantly comforting. The kind that makes you smile before you even realize it. It carried the same energy dogs bring into our lives: playful but dependable, full of spirit yet grounded with trust. The smiling dog in the logo was abstract enough to feel like every breed, yet warm enough to feel like yours. The secondary logo extended that same charm, acting as a friendly seal of joy wherever it appeared.

More than just a wordmark, the logo was designed as a little spark of happiness, a reminder that this bakery exists to celebrate the bond between pets and their parents.

A woof feast of identity.

The Doggy Bakery’s identity needed to capture the same spirit dogs bring into our lives: playful, unpredictable, and full of heart.
It was about creating a visual world that felt alive, a brand that could be noticed in a second and remembered for the feeling it left behind.

To bring this world to life, we built three core ingredients.

The Colour Tail

A vibrant color palette that celebrated love, delight, and energy.
Together, they filled the brand with the same happiness
& mischief that pets bring into our lives.

Paws & Patches

A visual language with frisky typography, little humor,
and tiny playful touches. Designed to spark curiosity at
first glance, and feel familiar the next.

Wits & Whiskers

A pattern inspired by the little chaos dogs create:
spilling water, running wild, leaving their mark, and by
the patches and prints on their own coats.

Most pet brands chase what looks good to humans. But dogs? They couldn’t care less about muted pinks & mint greens. What looks like a cute mint-green macaron to you is just grey mush to a dog. Their eyes are tuned to pick up saturated yellows and blues, not the soft pastels most bakeries rely on.

We designed The Doggy Bakery’s brand identity for both dogs and their parents. Since dogs perceive only yellow and blue-violet, yellow became our hero color,
with purple and pink adding contrast.The effect was surprisingly emotional: dogs noticed, reacted, and engaged, while their parents felt the happiness of seeing their pets respond.

The result was a brand identity design that spoke two languages at once, creating excitement for dogs and connection for the people who love them.

The identity carried the same playful spirit into every detail, turning the everyday into little moments of joy. Wherever it appeared, The Doggy Bakery felt less like a brand and more like a celebration. Even the simplest touchpoint felt alive with the same energy as the pets it was made for.

Wiggles: the next tail wag.

The brief was to rebrand a bakery. But we saw a future that extended beyond the kitchen. The brand already owned the moment of celebration. Our suggestion was to build on that trust with products and essentials that could become part of daily life.

That thought gave rise to Wiggles by TDB, a playful extension designed as the brand’s exclusive line of merchandise and take-homes. The logo carried the same DNA as the bakery but with a cheeky twist: a literal wagging tail. It gave Wiggles an identity that wagged its tail back. The colour shifted too, with yellow taking center stage, boosted by turquoise for subtle distinction.

Puparazzi please!

The rebrand gave The Doggy Bakery a distinct voice and presence in Bengaluru’s growing pet food space.
Pets tugged, wagged, and noticed, while their parents felt the delight of watching them respond. What began as a rebranding project soon grew into something larger, introducing new dimensions like designing for dogs’ vision and extending the brand into Wiggles, its playful line of take-homes.

At Dreamjar, the win lay in proving how brand identity design can create connection on both sides of the leash, sparking excitement for pets and trust for parents. The project went on to win India’s Best Design Project for Brand Identity Design at IBDA 2022.

And in the end, those wagging tails reminded us why we do what we do.

All Work

Related Projects