Doggle

Doggle is a new premium dog snack brand from Amsterdam, founded by Caroline Michaelis and Sil Berthauer.
The mission: to create high-quality, nutrient-rich treats for dogs – with a strong commitment to sustainability and upcycling.

The idea for Doggle was born in 2024, inspired by Caroline’s childhood on an East German farm and her dog Hazel – as well as by Sil’s deep respect for craftsmanship and animal welfare. Both share a desire to use resources in pet nutrition consciously and responsibly.

At Sil’s butchery, carefully selected meat trimmings are transformed into sustainable and flavorful dog snacks. Instead of letting these nutrient-dense ingredients go to waste, we turn them into two intentionally simple varieties: Paté Balls and Beef Jerky. Both are entirely grain-free, free from additives, and focused on quality and traceable origin.

Process

Okka Studio oversaw the entire design process, developing the visual identity and packaging design. The goal was to create a contemporary and confident brand presence – clear, playful, and visually approachable.

Result

The branding combines expressive typography with a bold color palette that doesn’t take itself too seriously. Each variety has its own character – vivid, eye-catching, and clearly tied to the product. The designs reflect the ingredients in a charming way and leave space for emotion without slipping into cuteness.

The visual language mirrors the lightness of the brand: colors feel fresh and courageous, backgrounds remain deliberately minimal. The result is a modern product aesthetic that stands out both on the shelf and in digital spaces.

At the core of the design is typography – large, confident, and always in dialogue with the illustration. It gives each product a strong visual identity while serving as a central branding element. The illustrations are stylized, using clean lines and simple shapes – conveying personality without getting lost in detail. The packaging design follows clear layout structures that create orientation and make key information easy to find.

The design system is applied consistently across all brand assets – from snack packaging to companion products like dog leashes and bowls. It creates a cohesive, recognizable look that positions Doggle as a distinct, contemporary brand – bold, approachable, and visually sharp.

Customer

Doggle

Year

2025

Work

Brand Building
Packaging Design

Doggle is more than just an idea for healthy dog snacks – it’s a demonstration of how value can be created from leftovers. With care, clarity, and a genuine mission: sustainability, quality, and conscious consumption.

And while Hazel isn’t at the center of attention, she was the beginning of it all.