Brand, sizes and pricing decisions
Date: 2026-11-05. These are the launch decisions behind the mockups on this site. Everything here is editable; the catalog itself is managed in the admin.
Name and positioning
- Bagel & Butters. Named for the two dogs on every bag. Bagel is the small one; Butters is the big one. Always shown together, Bagel on the left.
- One-liner: Hemp CBD soft chews dosed by dog size, in three honest blends, lab tested on every batch. (The "small-batch in Massachusetts" line was dropped on 2026-11-05 since the product cannot be sold at retail in Massachusetts.)
- Tagline: Good-day treats for good dogs. (Website and social only. On the pack the product is "Hemp CBD Soft Chews for Dogs", because "treat" on the front panel triggers pet-food rules; see the compliance doc.)
- Voice: warm, plain-spoken, a little funny. A dog person talking, not a supplement company. No medical claims, ever.
- Domains checked available on 2026-11-05 (not purchased): bagelandbutters.com, .co, .dog, .pet, .shop; bagelbutters.com; bagelnbutters.com; bagelandbutterstreats.com.
Palette
| Role | Name | Hex |
|---|---|---|
| Base | Cream | #F7F0E4 |
| Lines | Oat | #EADFCB |
| Primary brown (Bagel) | Bagel | #8A5A2B |
| Deep brown, headlines | Crust | #5C3A1A |
| Accent yellow (Butters) | Butter | #F4C95D |
| Text, buttons | Ink | #2B2420 |
| Chill accent | Periwinkle | #4C5FB3 / #8C9FE6 / #E3E8FA |
| Mobility accent | Terracotta | #A74E24 / #D97A4A / #F9E4D8 |
| Daily accent | Sage | #4B7A4D / #7BA47C / #E1EDE1 |
Jolly's packs are dark plum/forest bodies with white stencil dogs and a skate-brand feel. Bagel & Butters goes the other way on purpose: cream base, one blend color per bag, two illustrated dogs, so it reads as a pet brand on a pet-store shelf and still pops in a smoke-shop case.
Type
- Display: Fraunces (soft, slightly wonky serif), weights 700–800.
- Body: Nunito, weights 400–800. Small caps tracking 1.5–2 for pack labels.
- Both are open-licensed Google Fonts, so printers can embed them.
Blends
| Blend | Purpose | Structure/function line | Actives (with broad-spectrum hemp CBD) | Flavor |
|---|---|---|---|---|
| Chill | Calm & relaxation | Supports calm behavior and relaxation during travel, fireworks and vet visits. | Chamomile, L-theanine, passion flower | Peanut butter & banana |
| Mobility | Hip & joint | Supports healthy joints, flexibility and mobility in active and senior dogs. | Glucosamine HCl, turmeric, MSM | Sweet potato & chicken |
| Daily | Everyday wellness | Supports overall wellness, healthy skin and coat, and normal recovery after exercise. | Omega-3 (salmon oil), pumpkin, flaxseed | Pumpkin & peanut butter |
Actives are a starting point for the formulator. They are common in NASC-seal competitor chews and carry no disease language.
The three-size system
Every bag has 30 chews. The CBD per chew scales with the dog, so it is always one chew a day and nobody halves a chew or guesses.
| Size | Dog weight | mg CBD per chew | Chews | mg per bag | Net wt | Pouch | MSRP | Wholesale (keystone) | $ per mg |
|---|---|---|---|---|---|---|---|---|---|
| Small | Under 25 lb | 5 | 30 | 150 | 4.2 oz | 4 × 6.5 in | $21.99 | $11.00 | $0.147 |
| Medium | 25–60 lb | 10 | 30 | 300 | 6.3 oz | 5 × 8 in | $29.99 | $15.00 | $0.100 |
| Large | 60 lb and up | 20 | 30 | 600 | 8.5 oz | 6 × 9.5 in | $42.99 | $21.50 | $0.072 |
Why these numbers. Industry convention is about 1–2 mg CBD per 10 lb. Jolly sells one 30-count bag of 10 mg bones at $29.99 ($0.10 per mg) and tells large-dog owners to feed 5–7 at a time. Medium matches Jolly's price and strength head-on. Small comes in cheaper than anything Jolly offers. Large is cheaper per mg than Jolly while still being the highest-ticket bag, and it is the one no competitor makes. Retailer margin is 50% on all three; a case of 6 is the unit.
Dosing chart for the back panel: Under 25 lb, 1 Small chew daily. 25–60 lb, 1 Medium chew daily. 60 lb and up, 1 Large chew daily. Start with half a chew for the first three days. Up to twice daily if needed.
Pack layout (front panel)
Top to bottom: zipper line; blend-color top band with the wordmark and "HEMP CBD SOFT CHEWS FOR DOGS"; scalloped edge into the cream body; black size pill ("FOR MEDIUM DOGS · 25–60 LB") in butter yellow type; blend name large in the deep blend color; purpose line; Bagel and Butters wearing a bandana in the blend color; strength block (mg per chew, mg per bag and count); four badge circles (3rd-party lab tested, non-detectable THC, Made in USA, NASC seal once approved); flavor, net weight and "Small-batch in Massachusetts" at the foot. The three pouch sizes are proportional to the real pouches so the family reads as small, medium, large on a shelf.
Back panel (to design next): active and inactive ingredients, directions with the weight chart, the five cautions, the FDA disclaimer, distributor line, lot and best-by, QR to the COA, Massachusetts processor statement if MDAR requires it.
Unit economics sketch (medium bag, to be replaced with real quotes)
| Item | Estimate |
|---|---|
| Printed stand-up pouch, US digital, 1,000 run | $1.00–1.60 |
| Chews (30 × soft chew base) | co-packer quote |
| CBD input, 300 mg broad-spectrum distillate | roughly $0.60–1.50 at current bulk prices (verify with supplier) |
| Label/QR, lot coding, COA testing amortized | $0.30–0.60 |
| Wholesale price | $15.00 |
Packaging is under 10% of wholesale on every size. The margin question is the chew base and the hemp input, which the existing manufacturing arrangement should answer.
What's placeholder on the site
- Dog illustrations (silhouettes until portraits are drawn from photos).
- Wholesale form posts to a mailto; swap for a real form handler.
- Checkout is disabled until a CBD-friendly processor (Square CBD Program or a high-risk gateway) is approved.
- Pack images are live SVG renders; export print-ready dielines once the pouch vendor supplies templates.