Rebranding a pet gifting company

Client: Send a dog a bone – pet gifting brand – The ‘moonpig for dogs’.

Style: Illustrative, cutesy but bold, dog chaos personified, with a huge helping of love.

Features: Strategic brand identity with illustrated character assets, web design support and packaging design

A pet gifting company built around joy, humour and dogs – as the main characters obviously.

Send a Dog a Bone (view site) is a pet gifting company created for people who genuinely believe their dogs deserve the best.is a pet gifting company created for people who genuinely believe their dogs deserve the best. Founder Sarah Wells built the brand from a simple personal truth. Whenever someone asked what she wanted for birthdays or Christmas, her answer was always the same. “Just get some treats for the dogs.” The problem was that most gifts available felt generic, low quality, or lacked the thoughtfulness that gifting should carry. The opportunity was clear. Create a pet gifting company where dogs come first, and where every gift feels meaningful, joyful and intentional.

The challenge

Turning everyday treats into a true gifting experience

The pet market is full of treats and accessories, but very few brands position themselves around gifting as the core experience. The goal was to elevate the idea of sending something to a dog into a proper occasion. This meant moving away from corporate-looking packaging and towards something that felt personal, warm and full of personality.

The creative direction

Illustration-led visuals with a bold, joyful identity

The visual identity was built around illustrated dog characters to bring humour and storytelling into every touchpoint. These characters allow the brand’s playful tone to shine through while making the brand instantly recognisable.

A bold but cutesy colour palette reflects the fun and love pets bring into everyday life, while quirky typography adds personality without compromising readability. Cork textures and tactile design details reinforce the natural, thoughtful positioning of the brand, helping every product feel like a gift rather than just packaging.

Built for gifting and growth

From personal presents to branded business experiences

Alongside consumer gifting, the brand expanded into bespoke B2B solutions. The same visual system translates seamlessly into custom branded treat boxes, welcome gifts and tailored dog-friendly experiences for businesses. This ensures consistency across audiences while keeping dogs firmly at the centre of the brand story.

The result

A pet gifting company designed to celebrate dogs properly

Send a Dog a Bone stands out by combining humour, high-quality natural treats and thoughtful design into one cohesive brand experience. By focusing on gifting first and products second, the brand transforms everyday treats into moments of joy and connection, creating something memorable for dogs, their humans and the businesses that welcome them.

Send a dog a bone have managed to secure some high profile commercial clients for their branded treat boxes including an event collaboration coming in 2026. Brand confidence was cited as the biggest win from the whole project – feeling more aligned and ready to promote and market the brand felt a whole lot easier after working on the strategy and seeing it all come together.

Explore Send a dog a bone here sendadogabone.co.uk

“I’m so much better at allocating time and seeing a job through from start to finish. You have inspired me a huge amount. I can’t thank you enough for what you have done. I feel so inspired and proud. Love you kate you are f***ing amazing!!!!”