When Hank & Roy came to us in 2023, they were ready to take their strong product line to the next level and needed a partner to help lay the foundation for long-term brand growth. With a quality product, a solid logo and early packaging concepts already in place, we set out to define their competitive edge in the dog treats market, refine their identity, craft a compelling brand story and pinpoint their ideal customer.

Our work began with a deep dive into the dog treats category, conducting a full audit to understand the competitive landscape, with a special focus on chews and bones. This insight became the foundation for transforming Hank & Roy’s existing logo and packaging into a brand that truly resonates with their target audience: medium- and large-breed dog owners with a connection to a more rural way of life.

Brand Promise: Giving hardworking dogs what they crave and love.

From there, we partnered closely with the Hank & Roy team to refine packaging so it both looked and felt true to the brand’s commitment. That meant collaborating with production teams to ensure their single-ingredient products were visible through the packaging, crafting messaging that proudly reinforced their family-owned and operated in the USA roots, and speaking authentically to hardworking dog owners.

To help the brand consistently launch across all touchpoints, we executed a one-day, high-efficiency shoot designed to deliver scroll-stopping photo and video content that brings the Hank & Roy brand story to life across digital platforms such as social media, paid advertising, the website and e-commerce marketplaces.