Rupty

Rupty is a natural treat brand for dogs and cats born to challenge the logic of the traditional ultra-processed snack industry. As the business grew, it became clear the original brand no longer matched its ambition — it needed an identity as bold and honest as its ingredients.

The new brand breaks every visual code the natural pet segment plays by. Rebel Red and Black replace predictable greens. A logo built from the fusion of dog and cat silhouettes welcomes all rebels. Street-culture patterns, provocative lockups, and a color system organized by protein turn treat time into a statement.

Role: Art Direction & Design
Illustration: Letícia Marcondes 
Strategy & Naming: Rafaela Sotuyo, Hemelyn Haertel
Motion: Lauro Henn, Diony De Lara
Project Management: Natalia Favero