Good Dogg Beverage

The Context

Good Dogg Beverage is a purpose-driven hard seltzer brand ready to embark on a new visual identity and hone in on their unique value propositions. Their unique flavors and all natural ingredients offered more than just a good drink: they offered an opportunity to give back. With every purchase of Good Dogg, the company would donates a portion of their profits to scholarships for service dog trainings for children and to partnering shelters - uniting dogs that need people and people that need dogs.

While the rebrand never made it to launch (dog shit happens), I created a brand narrative for them that pulled at the heartstrings, as well as accompanying assets for a digital launch that emphasized their commitment to creating good moments, good drinks, and good change.

The Manifesto

The crisp sound of a can cracking open is the universal punctuation to many moments in life — enjoying time with friends, celebrating with loved ones, or unwinding after a long day of work.

It’s the sound of good moments, good people, and for us at Good Dogg, well, good dogs. With a craft product line that includes all natural ingredients, zero sugar, and starts at 4.5% ABV for a healthier option, we partner with distributers and packing facilities that share our vision and mission for a better world for dogs and people alike.

With every can of Good Dogg opened, a child with disabilities is closer to being united with a lifechanging service dog. A puppy makes a family complete. A grin stretches across someone’s face and a tail starts to wag. There are more zoomies, more trips to the dog park, and more time spent enjoying naps in the sun.

By donating a portion of our proceeds to sponsoring service dog scholarships and helping dogs in shelters find their forever homes, our canned alcoholic drinks not only add to those special moments in your life – they change lives.

So, join the pack—where change is just one cold can of Good Dogg away.

Concept One

Let’s face it – life is busy. It’s hard sometimes to take a moment for ourselves with everything circling around us. Thankfully, Good Dogg is here to help. With a play on common dog commands and idioms, the tone remains light and fresh alongside a bright, bold design that invites the consumer to take a page from our canine companions and enjoy every moment - from basking in the sun on the beach to swinging in the backyard.

Concept Two

This concept brings the narrative to life with a feel-good tone that positions Good Dogg as the beverage for every graduation, every job interview completed, every lake day, and every small or large moment worth celebrating. Using a fill in the blank construct, this campaign concept has the flexibility to speak to all of Good Dogg’s product and brand attributes while also remaining recognizable to the consumer. Paired with light illustrations and a scrapbook of Polaroid pictures, this concept makes it clear that every good moment is just better with a Good Dogg by your side.

Concept Three

Inspired by a line of copy on the Good Dogg website, this concept aligns the premium craft of Good Dogg with premium moments. With running parallel headlines and active, photographic imagery, a cool, grainy tone pinpoints the moments where these two headlines meet and how Good Dogg brings them together.