Tailjoy’s mission was simple but urgent: bring nutritional support to dogs suffering from digestive distress. But the category was cluttered—dominated by generic supplements and over-designed DTC branding. Our task was to carve out a new space: clean, clinical, and trustworthy, without losing warmth.
The brand was positioned as a gut-first, vet-advised system that prioritizes simplicity over storytelling. We moved away from trends and toward clarity—elevating Tailjoy from pet wellness startup to a serious, product-first brand for modern dog owners who value science, not fluff.
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Visual Identity System
The packaging system was built around minimal structure and clinical precision. A restricted color palette—off-white, deep green, and neutral grays—sets a calm, functional tone. The logotype is tightly set and lowercase, with a quiet confidence that mirrors the product’s no-nonsense formula.
Layouts are modular and clean, defined by soft grids and intentional white space. Dosage, ingredients, and usage guidance are made legible and primary—surfacing the information dog owners actually look for, while keeping the shelf presence strong but unobtrusive.
Design System Principles
The system functions like a product label, not a lifestyle wrapper. Every visual detail—from barcode placement to scent iconography—is optimized for clarity and repeatability. We designed the structure for both DTC shipments and in-store retail, with flexible sizing and material variations.
Illustration is used sparingly—just enough to reinforce trust and show how the product works. We also developed a scalable language for future SKUs and formulations, using a tight system of color cues, panel logic, and iconography to maintain brand cohesion across product lines.
Proprietary Tools / Platforms
A key extension of the system is the Tailjoy DTC Unboxing Experience. Each delivery includes not just the product, but clear feeding instructions, a QR-linked starter guide, and batch-specific information printed directly on the interior flap. It feels more like opening a wellness kit than a pet treat box.
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This work helped position Tailjoy for scale—enabling the brand to introduce new formulas and expand into vet channels without losing the discipline or clarity of its core identity.
