Hamburg-based Yulia Noten built the Borzay packaging design around real dog behavior — stubborn, mud-curious, never the idealized good boy. And it shows.

Borzay is a contemporary dog-goods brand — collars, treats, grooming — and its packaging design refuses the usual premium-pet register of clean sans-serifs and sage-and-cream palettes. The name itself echoes borzoi: a breed that carries an aristocratic silhouette outdoors and turns into a goofball at home. Noten made that split legible in print. The identity holds a taut line between precision-fit durability and real canine behavior: playful, stubborn, mud-curious dogs who deserve better regardless of their behavior record. Structural packaging forms sit beside hand-drawn lettering and messaging that reads nothing like typical dog-goods copy.

A Packaging Design System Built Around the Unruly Dog

Noten developed the full system from Hamburg, producing a packaging design language that spans treat bags, collar packaging, and grooming products without defaulting to cuteness. Each format holds the brand posture: not aspirational, not clinical, rooted in the texture of actual dog ownership. The tagline — not for good boys only — does the positioning work in five words. See the complete packaging design project by Yulia Noten on Behance.

Borzay packaging design system overview by Yulia NotenBorzay dog brand packaging design detail by Yulia NotenBorzay visual identity and packaging design by Yulia NotenBorzay packaging design brand identity application by Yulia NotenBorzay dog packaging design composition by Yulia NotenBorzay packaging design structural form by Yulia NotenBorzay brand packaging design hand-drawn lettering by Yulia NotenBorzay packaging design identity system by Yulia Noten