Rare BReed

Creating a new leader of the pack

Services

Naming

Design Strategy

Visual Identity

Packaging Design

Brand Style Guide

Launch Concepting

Rare Breed™ was born from a deep appreciation for real meat and a bond that runs deeper than just pet ownership—it’s family.

This brand wasn’t created to quietly enter the pet aisle; it came to flip it on its head. In a category full of bright colors, fake smiling dogs, and over-processed promises, Rare Breed™ keeps it real: limited ingredients, bold nutrition, and zero nonsense. With an unapologetically counter-culture attitude, it’s here to disrupt not just the treat aisle, but the way pet brands show up entirely.

Rare Breed™ leads with grit, wit, and pride—built with the swagger of a biker gang and the loyalty of a wolf pack. The brand identity leans into that pack mentality, showing up as the true “Leader of the Pack.”

The design had to break the mold, not just to stand out, but to stand for something: quality, rebellion, and the bond between meat-loving humans and their dogs.

Rare Breed™ stands out by stripping things back. Its bold black-and-white packaging signals confidence, purity, and an unapologetic love for real meat—no frills, just the good stuff. At the heart of the design is our pack insignia, a symbol of loyalty and pride. Each treat celebrates a different pack member—Roxy rides for beef, Bandit for pork, Ace for chicken—making every bag personal and purposeful. With a large transparent window showing off the real meat treats inside, Rare Breed™ treats dogs with the same care and quality we’d expect for ourselves.