Pet FreshBrand Principles
Edition · Partner
Version · 1.0
Updated · May 2026
Questions or sign-off:
hello@petfresh.com.au
Pet FreshBrand Principles
Brand & Logo Usage · For Partners

# Brand Principles

The essentials for using the Pet Fresh logo and branding correctly. Built so that wherever our name appears, Perth's dogs meet one consistent, friendly Pet Fresh.

Maintained byPet Fresh
EstablishedPerth, 2017
StatusFamily Owned · WA Made
01 — Our Brand

## Who Pet Fresh is

A family-owned, West Australian pet-food company making healthy, preservative-free food for the dogs of Perth — delivered direct to the door in reusable boxes. The brand should always carry the warmth of a neighbourhood pet shop. Three ideas sit underneath everything.

### Fresh

Healthy, preservative-free recipes — direct from farm to bowl. Real ingredients, in plain words.

### Local

Australian sourced and made right here in Perth. Proudly WA Made, through and through.

### Family

Family owned and operated, hyper-focused on our customers and their best buds.

02 — The Logo

## The logo, and when to use each version

The Pet Fresh badge — our leafy dog inside the "Healthy Pet Food · Delivered" ring — ships in three versions. Choose the one that keeps the mark clear and legible against your background, and always use the supplied files.

### Colour

default

Primary mark. Use on white or light neutral backgrounds wherever possible.

PNG

### White

on dark

For black, charcoal, or busy/dark photography where colour would be lost.

PNG

### Black

mono

Single-colour mark for print, stamps, or any tight one-colour situation.

PNG
03 — Clear Space & Size

## Give the logo room to breathe

The badge works hardest when nothing crowds it. Keep clear space on every side, and never shrink it below the minimum — the leaves and wordmark ring lose detail.

Clear space

Keep a margin equal to the height of the "PET FRESH" wordmark clear on all sides. No text, logos, or busy graphics inside that boundary.

clear space = wordmark height

Minimum size

Never display smaller than 48px (digital) or 15mm (print).

48px
minimum
96px
comfortable
04 — Do's & Don'ts

## Keep the logo recognisable

Our logo earned its recognition by staying consistent. Use it exactly as supplied. Here's the one thing to do — and the things we ask you never to do.

✓

Do use supplied files with clear space, on a clean background.

✕

Don't stretch, squash, or change proportions.

✕

Don't recolour it. Olive, black, and white only.

✕

Don't place the dark logo on olive — contrast goes muddy.

✕

Don't rotate or tilt. Keep it upright.

✕

Don't use the colour logo on dark — switch to white.

05 — Colour

## The palette

Olive green is the heart of Pet Fresh — universally recognised as ours. It's grounded by warm-toned neutrals and a clean black and white. Flat fills only; no gradients, anywhere.

Brand · olive green

| Token | Hex | Usage
--- | --- | --- | ---
| --pf-olive | #9ba03b | Primary brand — CTAs, prices, accents
| --pf-olive-dark | #7f8330 | Hover / press state
| --pf-olive-darker | #676b27 | Dark olive text on wash
| --pf-olive-tint | #c4c87a | Soft accent
| --pf-olive-wash | #f3f4e4 | Pale brand-tinted surface

Ink & neutrals

| Token | Hex | Usage
--- | --- | --- | ---
| --pf-ink | #1a1a1a | Body text
| --pf-charcoal | #2b2b2b | Dark surfaces, button hover
| --pf-n-600 | #5c5b57 | Muted body
| --pf-n-400 | #b5b3ab | Disabled stroke
| --pf-n-200 | #eceae4 | Card borders
| --pf-n-100 | #f5f5f3 | Section wash

Semantic

| Token | Hex | Usage
--- | --- | --- | ---
| --pf-success | #5b8a2a | Success states
| --pf-warning | #d98e2b | Warnings
| --pf-danger | #c0392b | Errors, out-of-stock
| --pf-info | #4a6b8a | Informational

The one hard rule
Olive · White✓ ok
Black · Olive✓ ok
Olive · Black✕ never
✕

#### Never set black text on the olive green

Contrast goes muddy and hard to read. Olive-on-black and olive-on-white are both crisp and on-brand — that's how the logo has always lived.

06 — Typography

## We set everything in Mulish

Mulish is a friendly, modern humanist sans with subtly rounded terminals — it echoes the "Healthy Pet Food" lettering on our packaging without feeling cartoonish. It's free on Google Fonts.

Aa

Mulish · Google Fonts

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

Regular400 · body
Semibold600 · labels
Bold700 · headings
ExtraBold800 · display
Type scale

Sample | Role | Spec
--- | --- | ---
Healthy Pet Food | H1 | 800 · 56px
The Pet Fresh Difference | H2 | 700 · 32px
Direct from Farm to Bowl | H3 | 700 · 24px
Healthy Pet Food · Delivered | Eyebrow | 700 · 18px
Locally made right here in Perth. | Body | 400 · 16px
Family Owned · WA Made | Caps | 700 · 12px

07 — Voice & Tone

## How Pet Fresh sounds

Warm, plain-spoken, and proudly local — a friendly neighbourhood pet shop that also ships. We speak to you and your pup, never down, and never as "I". Trust and a little Aussie pride; never slick or corporate.

### Say it like this

"Healthy Pet Food. Delivered." short, declarative
"Locally made right here in Perth." proud & local
"Why Perth dogs love our food!" one ! max
"Direct from farm to bowl." no jargon

### Not like this

"Leverage our premium solutions." corporate jargon
"BUY NOW!!! HUGE SALE!!!" hype & shouting
"I think you'll love it." never "I"
Clinical lab-spec lists. write sentences
Proud attributes — use them like badges
Family Owned WA Made Australian Sourced Preservative-Free Delivered to Your Door
08 — Photography

## Real dogs, real food, natural light

Our imagery is honest, warmly-lit photography of dogs and product — grass greens, tan cardboard, food reds and browns. Never over-saturated, never staged-cold. This is the look to match.

✓Natural light, real moment
✓Clean studio portrait
✓Product + dog + fresh ingredients
✓Honest food moment

#### ✓Do

Shoot real dogs and real product in warm, natural light. Keep colours true — grass green, tan, food browns. Show the family-feel.

#### ✕Don't

No heavy filters, cold/blue grading, frosted-glass blur, hand-drawn swashes, textures, or stocky over-saturation.

Using our branding in something new? Please send it our way for a quick sign-off before it goes live — hello@petfresh.com.au. © 2026 Pet Fresh. Healthy Pet Food. Delivered. — Family Owned, WA Made.