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CLIENT CHOKOPOTEN
CONTEXT STUDENT PROJECT
ROLE BRAND STRATEGY AND LEAD GRAPHIC DESIGNER

INITIAL BRIEF

handmade chocolate treats that are safe for dogs. Founded through The Real Startup course, the concept was validated through real market testing, showing a strong conversion rate of around 70% despite being in its early stages. Made from carob powder, coconut oil, peanut butter, and blueberries, the product mimics real chocolate without using cocoa, positioning itself as a premium, gourmet alternative to traditional dog treats.

At first glance, the idea of chocolate for both dogs and humans feels unusual, but it reflects a growing trend of shared experiences between pets and owners. When we began, the brand lacked a visual identity, research, and packaging, but had a clear ambition: to appeal to young dog owners in Copenhagen with a personality described as a golden retriever—warm, joyful, energetic, and charming. 

Challenge accepted! Woof!

BACK TO TOP

RESEARCH

Part of the family

Dogparents exist across all ages and locations, driven by a strong emotional bond. In Denmark, 74% of women say pets help reduce loneliness, and 94% of dog owners consider their dog part of the family—something reflected in spending, with most owners investing up to 2,000 DKK monthly. This connection is also visible on social media, where dogs gain massive followings, and in cafés offering treats like puppuccinos. Altogether, this highlights a growing trend: pets are increasingly humanized and included in everyday rituals and small indulgences.

BRAND STRATEGY

 

CORE DEMOGRAPHIC

Every dog parent, who sees their pet as part of the family.

WHY WE’RE DIFFERENT

The act of giving a treat becomes a shared ritual, reinforcing the connection between human and dog.

WHAT DO WE VALUE THE MOST

Our brand is built on three core values: fostering joy, enabling shared experiences, and ensuring the highest standards of animal welfare.

WHAT DO WE DO

We normalize the close, family-like relationship between you and your dog by creating delicious snacks that are safe for them to enjoy.

WHY ARE WE HERE

Because the brightest moments are hte ones we share. 

OUR AMBITION

Our ambition is to make shared moments between dogs and their owners accessible to as many people as possible.

VISUAL IDENTITY

The visual identity is driven by an energetic and playful spirit, reflecting a brand that is young at heart, experimental, and socially engaging. A bold and vibrant color palette reinforces the brand’s energy and optimism. The use of high-contrast, saturated colors creates a sense of excitement and spontaneity—capturing attention while expressing joy and positivity. The dynamic compositions and modular grid system allow for constant variation and experimentation. By combining different characters, dogs, and color blocks, the identity stays flexible and ever-changing—reflecting a brand that is always ready for new challenges and interactions.

Wanna chat?