Faithful Frank was born in 2020 when the world was told “Wash your Hands”. Founder Jacqueline Holt created a collection of dog soap made from natural, organic ingredients with an emphasis on being NZ made and palm oil-free.

Working closely with her, the identity reflects the organic elements of the brand - a luxury dog soap focused on natural ingredients and sustainability. The logotype crafted in a simple, modern sans serif creates an approachable yet sophisticated look. The packaging utilises PEFC (Programme for the Endorsement of Forest Certification) standards and is printed on recycled paper produced from 100% post-consumer waste. All printed material is recyclable, biodegradable and compostable.

White ink and printing techniques such as embossing in specific paper stocks make up a large part of the visual identity, a nod to creating a considered & sustainable brand through print.