Brand book
Everything a designer or printer needs: palette, type, the lockup, the three-size system and the full set of front panels.
Positioning
Tagline
Good-day treats for good dogs.
One-liner
Hemp CBD soft chews dosed by dog size, in three honest blends, made in small batches in Massachusetts.
Voice
Warm, plain-spoken, a little funny. We talk like a dog person, not a supplement company. No medical claims, ever.
Core palette
Cream
#F7F0E4
Page and pouch base
Oat
#EADFCB
Borders, dividers
Bagel
#8A5A2B
Primary brown, Bagel's coat
Crust
#5C3A1A
Headlines, deep brown
Butter
#F4C95D
Accent yellow, Butters' coat
Ink
#2B2420
Body text, buttons
Blend accents
Chill
#4C5FB3 · #8C9FE6 · #E3E8FA
Calm & relaxation
Mobility
#A74E24 · #D97A4A · #F9E4D8
Hip & joint
Daily
#4B7A4D · #7BA47C · #E1EDE1
Everyday wellness
Type
Display · Fraunces (soft, wonky)
Bagel & Butters
Chill · Mobility · Daily
Body · Nunito
The right dose for your size dog.
FOR MEDIUM DOGS · 25 – 60 LB
Fallbacks: Georgia / system-ui. Both fonts are open (Google Fonts, OFL) so printers can embed them.
Mascots
Placeholder silhouettes. Final art: flat-color illustrated portraits of Bagel and Butters drawn from photos, one bandana per blend color. Always shown together, Bagel on the left.
Size system
| Size | Dog weight | mg / chew | Chews | mg / bag | Net wt | Pouch | MSRP | Wholesale |
|---|---|---|---|---|---|---|---|---|
| Small | Under 25 lb | 5 | 30 | 150 | 4.2 oz (120 g) | 4" x 6.5" stand-up pouch | $21.99 | $11 |
| Medium | 25 – 60 lb | 10 | 30 | 300 | 6.3 oz (180 g) | 5" x 8" stand-up pouch | $29.99 | $15 |
| Large | 60 lb and up | 20 | 30 | 600 | 8.5 oz (240 g) | 6" x 9.5" stand-up pouch | $42.99 | $21.5 |
On-pack badges
The NASC Quality Seal goes on only after NASC approves the label. These need paperwork before they can appear: Vet Formulated, Human-Grade, cGMP Facility, Non-GMO Project. On-pack wording is "Soft Chews", never "treats" (see the compliance doc).