Work Process About

Lab+Bone have developed a solution to give owners hope if their dog is stolen. Instead of chips, Lab+Bone’s pioneering approach creates a permanent record of a dog’s DNA and has it stored cryogenically, so if a dog gets stolen, its owners can retrieve the DNA to prove the stolen dog’s identity.

The Brief

The founders at Lab+Bone approached us to develop a distinct brand identity and a complete range of packaging that would encompass all the various stages of the owner journey, from the first contact through to follow-up and the ongoing support for their customers.

The Solution

Our design approach to this new brand was to use scientific rigour and the vernacular of the laboratory to create a sense of clarity and confidence. A systematic approach to typography creates inherent structure and the use of a soft colour palette adds a note of reassurance and quiet expertise.

Replacing the word ‘and’ in the monospace logo, the ‘+’ symbol references the scientific iconography that underpins the brand.

We commissioned the photographer Gerrard Gethings to create minimal, stylised art direction and photography of different dog breeds to perfectly complement the brand identity.