Sustainable Pet Foods™

Target audience: environmentally aware, health and nutrition oriented, educated, pet owners. Likely middle to upper income.

Believe our logo should express the concepts of sustainability, health, future. Integration of dog + cat figures/outlines/shadows is probably a good idea (we'll have both dog and cat foods).

Here is a brand mission statement that might help designers as well:

Postmodern, ecologically-conscious pet foods

The Sustainable Pet Foods™ mission --

Founded in 2017, Sustainable Pet Foods™ is dedicated to developing nutritive and healthful pet foods utilizing ingredients that are the result of human food production. The ingredients used in Sustainable Pet Foods™ do not create additional agricultural burden; rather, they are the result of pre-existing U.S. human food processing, and often fickle human food norms and preferences.

On a variety of levels, the pet food industry has been trending in the wrong direction for decades.

Current pet food industry marketing focuses -- often superficially and falsely -- on ingredient quality. Many pet food companies falsely portray human grade meats and ingredients, and a few others actually achieve it by incorporating ingredients sourced from the human food supply chain.

Both are misguided approaches, but one thing is for certain:

The world cannot indefinitely support the combined agricultural + food burden of humans and pets.

This path is unwise, environmentally irresponsible and reckless, totally unnecessary to achieve pet health, and unsustainable.

Sustainable Pet Foods™ challenges the direction of the pet food industry, the human grade ingredient trend (both real and fake), and many false pet food ingredient precepts as well.

It's possible to love and care for your pet with exceptional nutrition, be environmentally responsible, and contribute to sustainability at once. We'll show you how…

Welcome to Sustainable Pet Foods™.