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.
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.
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.
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.
Minimum size
Never display smaller than 48px (digital) or 15mm (print).
minimum
comfortable
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.
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.
| 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 |
| 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 |
| Token | Hex | Usage | |
|---|---|---|---|
| --pf-success | #5b8a2a | Success states | |
| --pf-warning | #d98e2b | Warnings | |
| --pf-danger | #c0392b | Errors, out-of-stock | |
| --pf-info | #4a6b8a | Informational |
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.
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.
Mulish · Google Fonts
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
| 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 |
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
Not like this
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.
✓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.
