We've had a little reFRESH

After 10 years of pioneering fresh dog food, we’re refreshing our brand to get ready for the next 10.

Over the last decade, we’ve learnt a lot about dogs, food, and how to identify a recipe with a single sniff (or sometimes, a sneaky taste). And whilst we’ll always have a soft spot for the branding that we launched with all those years ago, it’s time to make a few changes to better reflect who we are today, and where we’re heading next.

While the outside might look a bit different, what’s inside is staying exactly the same.

Our fresh food hasn’t changed one bit. Every recipe is still cooked with the same care, to the same sky-high standards you know and trust. And we’re as dedicated as ever to our mission to deliver health and happiness to dogs all over the world. We’ve just had a little groom, so the outside better matches the thought that goes into what’s inside.

What’s changed (and why)

Our yellow remains at the heart of the brand. It’s a colour that expresses so much of who we are: welcoming, energetic and bold. We’ve built a flexible system of three yellow tones around our core Butternut yellow - lighter and richer shades add depth and warmth, helping us hero yellow even more while giving us the freedom flex across different moments and channels.

Our logo has been refined to feel bolder and more confident, without losing its character. The new square full stop - inspired by our iconic box - is a small but mighty detail that grounds the logo in something distinctly Butternut.

We’ve also introduced motion across the brand, adding energy and movement that feels instinctively dog-like: playful, curious and full of life.

We’ve updated our typography too, choosing bolder, more distinctive typefaces that better express our identity and Tone of Bark. The warmth, character and playfulness of the new fonts mirror the energy and personality of dogs themselves, helping the brand feel more alive and expressive in every word we write.

Alongside a refreshed photography style and art direction, these changes better reflect our personality and confidence. They capture the joy and emotion of life with dogs, while signalling how seriously we take our food, our standards and the care that goes into every bowl.

Thank you so much for being part of our journey so far. Here’s to the next decade.