www.foffy.com
Foffy Brand Guidelines – One Sheet
Brand Essence
Tagline: Happy. Healthy. Loved.
Mission: Foffy exists to help dogs live longer, healthier lives through science-backed, superfood-based supplements that support their total wellness. We believe that when dogs feel good, their humans do too. Our mission is grounded in love, guided by science, and fueled by joy.
Vision: To become the most trusted name in canine wellness by delivering products that extend both the length and quality of life for our furry companions.
Core Values:
- Compassion: Every dog is family.
- Science-Backed: Wellness grounded in evidence.
- Transparency: Clear ingredients, clear intentions.
- Joyful Living: Support a vibrant, tail-wagging life.
- Charitable: A portion of every sale goes to help stray dogs all over the world.
Inspiration:
Pets give us so much - love, support, affection, they help ground us and help us with mental health. Many dogs have helped us through very rough times. Humans wouldn’t be human without them. Dogs have always helped us and we in turn have to help them.
Logo & Marks
Primary Logo:
- The wordmark “Foffy” uses a clean, soft typeface that reflects approachability, modernity, and care.
- Color treatments should prioritize legibility and clarity over backgrounds.
Logo Usage:
- Always allow for clear space equal to the height of the “F” on all sides.
- Do not stretch, skew, or recolor the logo outside of approved palettes.
Do’s:
- Use the logo on white or navy blue backgrounds.
- Maintain a minimum width of 100px for digital, 1.25” for print.
Don’ts:
- Avoid placing the logo over busy or cluttered backgrounds.
- Never outline, distort, or add drop shadows to the mark.
Color Palette
- Foffy Blue: #152b66 (deep navy – background, trust)
- Happy Pink: #e0a9b9 (soft and warm – joy, care)
- Calm Green: #b1ded3 (light, clean, health, clarity)
- White: #FFFFFF (purity, simplicity)
Usage Tip: Navy backgrounds with light pink and blue accent elements
Voice & Tone
Tone Pillars:
- Loving & Uplifting – Every dog is family. Speak with heart.
- Trustworthy & Smart – Science-backed, never salesy.
- Modern & Friendly – Sound like a warm, knowledgeable human, not a stiff brand.
Voice Guidelines:
- Use plain language. Avoid jargon.
- Write as if speaking to someone who adores their dog.
- Lead with benefits, not features—show how Foffy makes life better for both the dog and the human.
Example (Good):
“Packed with real superfoods, Foffy supplements support whole body health in a once-a-day superfood treat.”
Example (Avoid):
“Our product contains a proprietary blend of vitamins and collagenic compounds designed for daily canine consumption.”
Application Guidance
- On social: Be joyful, playful, and photo-forward.
- On packaging: Clear benefits, natural trust, simplicity.
- In vet communications: Respectfully scientific, outcome-focused.
- Everywhere: Premium product at a good price
Charity Partners:
Westchester SPCA (partner)
https://spcawestchester.org
ARF Beacon
https://arfbeacon.org/
Stra Worldwide (partnership pending)
https://straworldwide.com/
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