Proof

Our branding work for Proof, a new pet food brand, encompassed brand strategy, naming, visual identity, and packaging design. Here is a closer look at how we crafted the Proof brand.

Proof is a pet food brand focused on one essential idea. Real nutrition creates real results. The brand was built for pet owners who want more than just feeding their pets. They want to nourish their health, strength, and happiness.

At the core of Proof is a commitment to quality and transparency. Each recipe contains 90% of high-quality meat sourced from trusted local farms in Croatia and Slovenia from Perutnina Ptuj. The meat is delivered fresh daily, ensuring full traceability and consistency.

This high-meat, carnivorous approach supports a pet’s natural needs. It contributes to stronger immunity, better digestion, healthier skin, shinier coats, and increased energy. Proof is not just about what goes into the bowl, but what comes out of it. Visible vitality, playful energy, and overall wellbeing.

The name Proof is rooted in the idea of truth you can experience. It represents tangible results: the visible and sensory confirmation that a pet is healthy, happy, and thriving.

It also subtly connects to pets themselves, combining the sounds “prr” and “woof”. This reinforces the emotional and sensory relationship between pets and their owners.

The slogan “Feed the Difference” captures the brand’s philosophy. Better nutrition leads to a noticeable and meaningful difference in a pet’s life.

“Our aim is to make your pet super healthy and happy, because we know what they mean to you. Meat is the basis of our pet food; therefore, we made sure our formula contains 90% of meat from reliable sources - from small farms in Croatia and Slovenia. The chickens are happy and healthy, living in local farms under the golden sun. Our factory gets raw meat from Perutnina Ptuj daily and it’s fresh since it’s only an hour’s drive away from the factory. Pets eat a carnivorous diet because it makes their skin healthier, immunity and heart stronger, coat shinier, improves digestion and increases energy.

The powerhouse of nutrients in our food feeds your pet with super powers, from the way they feel and look to the way they act. You will read the difference while reading the label, and see the difference when your pet eats our food. The meat is the real difference. Our meat meets the highest criteria in the industry. Feed the difference and you will see the difference in your pet.

This super food feeds happiness in your little furry friends. The purr and woof from your super paws will be that final sensory proof of their happiness. The proof of concept is in the food, try giving your four-legged pals just that – the proof of your love.

Meet the meat difference, see it and award your furry beasts with the best love can give – the best of food. The proof lies in your pet. Take just one look at them and the difference is seen, felt and heard. Happy tummies feed happiness all around them. The proof of love is in the food. Feed them love and happiness and you will get both back.”

Feed the difference

Meet the meat difference

The proof is in your pet

Real meat makes a real difference

The powerhouse for paws

Feed real meat, see real power

Food of the super pets

Love that is seen, felt and heard

Super food. Super power. Super pet.

The visual identity of Proof reflects its core promise: a bold and visible difference. At the center is a bold, red Proof logo, designed with thick, confident lines. It communicates strength and makes a clear statement, just like the product itself with its high percentage of meat.

A key element of the visual identity is the custom-crafted pet illustrations. Simple, expressive, and full of personality, each illustration features playful and slightly mischievous expressions, often with its tongue out, visually approving the food. These illustrations bring warmth, humor, and emotional connection to the brand, making it approachable and memorable.