Packaging and visual identity for a pioneering vegan pet food brand
JUST BE KIND
Packaging with purpose and personality
Just Be Kind is a plant-based pet food company founded by vet and animal welfare expert Dr Arielle Griffiths. It exists to challenge the idea that feeding animals has to come at the expense of others. The mission is simple: natural, ethical food for pets - without compromise.
Arielle came to Yoke looking for a new packaging system that could scale across her growing product range. Something joyful, professional and grounded in purpose. Something that would feel at home on the shelves of premium retailers - and reflect the care she puts into every product.
THE PROJECT
Visual Identity Development | Packaging Design | Illustration | Graphic Design
Design with a human touch
We created a full visual identity system to support the brand as it grows - with a flexible colour palette, calm but characterful typefaces, and hand-drawn ingredient and animal illustrations that bring each product to life.
From jackfruit and marshmallow root to turkey tail mushrooms and cranberries, every illustration reflects what’s inside.
The result is a distinctive, scalable identity that reflects what’s inside: honest, nourishing, plant-based products made with care.
Packaging with purpose
From Shroom Paws to Marshmallow Bites, every product has its own flavour - and every pack tells a story. The design system is made to invite curiosity, build trust, and communicate key benefits at a glance.
Importantly, it also reflects the Just Be Kind founder - Dr Arielle’s commitment to sustainability. Compostable packaging, plant-based inks and ethical sourcing choices are baked into every product. We made sure that came through clearly in the design.
Images courtesy of Just Be Kind
What happened next
Just Be Kind is now stocked across the UK and growing fast. Since launch, over 80,000 tins of Give A Dog A Bean have been sold, with surging demand for the brand’s soya- and grain-free lines. Press coverage, retailer interest and a loyal customer base are all climbing - and the packaging plays a key role in telling that story.
Visit their website here: justbekind.co.uk
Beyond the brief
We’re still working with Arielle & Just Be Kind - from new product launches to campaign content and social reels. (Our own Border Collie pup Olive even made a cameo.)
It’s the kind of partnership we love: founder-led, purpose-driven, and built on trust. We’re proud to be part of it.
“I feel so lucky to have found Yoke to rebrand our Just Be Kind range. They brought our vision to life with warmth, colour and care - every product now reflects the love and values at the heart of our ethical, cruelty-free business. We couldn’t be happier with the results.””
Arielle Griffiths ‘The Vegan Vet’ - Founder of Just Be Kind
