CHALLENGE:
Tail & Thyme, a new PNW‑based fresh dog‑food concept, needed a cohesive brand identity and marketing foundation that could stand out in a crowded DTC pet‑food market. The challenge was to communicate trust, transparency, and real‑food quality while differentiating the brand through its human‑grade ingredients, local sourcing, and home‑delivery model. With no existing creative system, the project required a full brand framework that could scale across digital touchpoints.
SOLUTION:
I developed a complete brand system rooted in warmth, approachability, and PNW authenticity. This included building a unified brand guide that established the visual identity, messaging framework, and style rules needed for consistent application. I extended the system into digital marketing by designing a flexible email design system and creating conceptual landing page layouts that highlight Tail & Thyme’s core differentiators. The result is a scalable, conversion‑ready brand foundation that balances real‑food transparency with dog‑first emotional storytelling.
DELIVERABLES:
- Brand Guide (identity system, messaging framework, visual style guide)
- Email Design System
- Website Landing Page Concepts
RESULTS:
The Tail & Thyme brand system established a clear, scalable foundation for a fresh dog‑food company, demonstrating how a unified identity, messaging framework, and digital design system can support both early‑stage brand awareness and long‑term growth. Engagement patterns from similar DTC pet‑food brands informed the creative direction, ensuring the work aligned with real‑world market expectations and user behavior.
This is a conceptual project created to showcase end‑to‑end brand development and digital marketing system design
Tail & Thyme Brand Guide
The Tail & Thyme brand guide establishes the visual and verbal foundation for the company, defining the identity system, messaging framework, and style rules that ensure consistency across all digital and marketing touchpoints. Built to support a scalable DTC model, the guide balances real‑food transparency with warm, dog‑first storytelling.
Email Design System
The Tail & Thyme email design system translates the brand’s visual and verbal identity into a flexible, modular framework for lifecycle communication. Built for clarity, warmth, and conversion, the system establishes repeatable patterns for onboarding, education, and promotional messaging across all email touchpoints.
