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Image by Karsten Winegeart

Connecting pets & owners through better nutrition.

KIBA is a new and fresh approach to dog food in Argentina. Up to today, handmade food for dogs has been in the hands of local farmers and cooks, but never actually escalated. Kiba got together to offer the possibility to buy subscriptions to get delicious food delivered to your door each month. The recipes were developed by veterinarians, and are made with raw meat, fresh ingredients, and fully cooked.

Our goal was to develop an identity that is cute, but cool. The main target audience for Kiba is women in their middle thirds, with good and stable incomes, and classy yet fun. The identity needed to reflect the dog’s owners, as well as the handmade aspect of it.

Staring by the brand (because if you don't have a brand, you have nothing), we niche down our audience and created our customer persona (Hi, Pili!) and sought the guidance of the marvelous brand archetypes.


Scope Work: Branding / Website / Packaging

Industry: Animal / Pet Care

Year: 2022-Ongoing

Once the brand strategy was covered, we translated everything into visuals. We went for a pastel color palette to emphasize the caregiving aspect of the brand: sweet and warm, as the love people have for their pets. We shied away from too bright colors to avoid looking funky.


We decided to go hand drawing for the illustrations and patterns: simple, linear, and monochromatic dog illustrations made by hand as a wink to the handmade aspect of Kiba’s food. The font was the element chosen to give the identity a more relaxed touch. Using the Gopher font family, playing with its regular and bold weight, we decided to go for a legible font with a modern touch.

The website stage required three sub-stages: planning, wire-framing, and design. As it is a subscription-based product, and with a product that varies depending on the dog that will consume it, an onboarding process was planned to cover all possible scenarios and necessary information to prepare the perfect recipe.​

The most challenging part was the onboarding: Kiba needed to get subscriptions, so we needed to balance the amount of information needed to create the recipe with the attention span of the first-time user.


Additionally, expected screens for any website were included (HOME, ABOUT, FAQ, CONTACT). Afterward, a checkout and user profile was planned, where the user can view order history, see their dogs, add and remove dogs, change the subscription frequency, change the payment method, and customize the profile.

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Team Work

Direction: Belén Ladaga.

Team: Sofía Mastroianni, Franca Greta, Jules Ailín Lopez Torres.

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