BellyYeah! is a playful dry dog food brand created for dogs with sensitive bellies, built around the simple idea that happy bellies mean happy dogs.

The project involved creating a complete brand identity and packaging range that brings personality and positivity to the sensitive-digestion dog food category.

The visual identity is built around a bold typographic approach, with the curvy, rounded letterforms of the logo giving BellyYeah! a playful, energetic character inspired by a happy dog. A vibrant colour palette and playful dog illustrations give each flavour its own personality, while keeping the range feeling consistent and recognisable.

The branding was designed to make the benefits of the food feel approachable and fun, using playful messaging such as “Less drama. More yeah!” across the wider campaign.