Jinx Brand Guidelines: Food for the Modern Dog

Jinx made premium pet food look like a lifestyle brand.

Jinx is a lesson in designing pet food for a new generation. Founded in 2019 (launched January 2020) by ex-Casper team Terri Rockovich, Sameer Mehta and Michael Kim in Los Angeles, it set out to make premium, clean-ingredient food for “the modern dog” — and, from 2026, cats too. It grew fast (nearing $100M, 10,000+ retail doors including Walmart).

Its edge is design. Developed with agency Brains, Jinx looks less like traditional dog food and more like a millennial lifestyle brand — a warm cream base with bright, “happy,” colour-coded accents per protein, a bold lowercase “jinx” wordmark, and approachable dog imagery. Its lines span kibble, wet, fresh and treats, with a clean-ingredient, superfood story. Taglines include “Better Nutrition for Dogs & Cats” and “No More Boring Bowls.”

(Honest notes: Jinx is independent and VC-backed (celebrity investors include Alexis Ohanian, Will Smith and Nas), and it is growing, not distressed — though still capital-raising; it is no longer founder-CEO-led (Kyle Banahan became CEO in 2025; co-founder Rockovich chairs the board); and its palette is bright, not monochrome. No official brand hex is published.)

Jinx lives in bright “happy” colours on cream. Click a swatch to copy the hex.

Jinx’s identity is modern, bright and cheerful — a Jinx coral, a sunny yellow, a sky blue, a cream, and an ink. Rather than a moody monochrome, Jinx uses a warm cream base with bright, colour-coded “happy” accents that vary by product. It signals a modern, design-led, joyful brand for millennial dog (and cat) owners. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is “happy” colour can modernise a category. Jinx’s world is bright and design-led, closer to a beauty or wellness brand than a feed sack. For designers, it is a reminder that a cheerful, colour-coded system on a warm neutral base can make a premium product feel contemporary and approachable. The takeaways: use a neutral base with bright, ownable accents; colour-code the range; and treat any single hex as unofficial — using a deep coral for small text so the happy colours stay bright.

The wordmark spirit is a modern lowercase sans — clean and confident.

Jinx’s identity carries a modern, confident, lifestyle spirit — a bold lowercase “jinx” wordmark on bright, design-led packaging. A clean modern sans captures the mood: it is contemporary and self-assured, the register of a brand built for the modern dog owner. Set against a cream base and happy accents, the modern type feels design-forward and approachable — exactly the millennial-lifestyle personality Jinx carries. It is modern rather than rustic, mirroring packaging that could sit on a beauty shelf. (Jinx’s real wordmark and packaging are trademarks and trade dress we describe but do not reproduce, and the exact typeface is not published, so we don’t assert it.) Because the specific mark is not ours to use, the honest description is “a modern lowercase spirit,” not the Jinx logo. The type behaves like the brand: modern, clean and confident.

Jinx stands for the modern dog.

Jinx is a lesson in borrowing DTC-lifestyle design for pet food. It treated dog (and cat) food like a modern consumer brand — clean design, “happy” colour, celebrity backing, a clear generational target — so it looked at home next to millennial beauty and wellness brands, not old feed bags. That design-led positioning powered a fast climb into mass retail. The differentiator is a lifestyle-brand aesthetic in a traditional aisle.

For designers and brand-builders, Jinx offers a clear takeaway: a design-forward identity can move a legacy category. The lessons: adopt the visual codes of modern consumer brands (clean type, bright accents, neutral base); pick a clear audience (the modern dog owner); and keep the range colour-coded and coherent. It is also a reminder to stay accurate: Jinx is independent/VC-backed and growing, but no longer founder-CEO-led, and its palette is bright not monochrome — with the palette here an unofficial interpretation. Jinx modernised the bowl — proof that design-led positioning can be the difference.

Keep Jinx’s identity on hand — save it to a board in the Made Good inspiration library.