Unleashing Instinct: Motion System for Carnilove

Studio Dumbar2023ProjectInterview

27 Oct

Project

Unleashing Instinct: Ashfall’s Motion System for Carnilove

How Ashfall transformed Carnilove's identity into a bold, motion-led brand system inspired by the untamed instincts of our pets.

For Carnilove, a premium pet food brand operating across more than 80 markets, creative studio Ashfall developed a comprehensive brand system that brings the instinctive energy of animals into every aspect of its identity.

Building on an original identity by Design Bridge, Ashfall expanded the brand into a cohesive visual and motion language spanning typography, animation, digital experiences and global campaigns.

Published
Oct 2026

Agency
Ashfall Studio

At the heart of Carnilove's identity is a simple idea: beneath every domestic pet lies something wild.

Built around the positioning True Instinct, the identity challenges the conventions of the pet food category with a bold, expressive visual language that feels closer to a contemporary lifestyle brand.

Sharp typographic details, unconventional compositions and a distinctive 13-degree angle drawn from the logo give the system its recognisable character.

To make this expressive approach accessible across different markets, Ashfall also developed a custom typography generator, allowing teams to create branded compositions without specialist design software.

Ashfall developed a comprehensive motion system establishing how the brand’s logo, typography, illustrations and imagery behave in movement.

Rather than creating isolated animations, the studio built a flexible toolkit of motion principles, templates and behaviours that could be applied consistently across different formats.

From animated typography to adaptable video end cards, each element reinforces the brand's raw energy while maintaining a recognisable visual language.

With Carnilove operating globally, scalability was essential.

Ashfall created a connected ecosystem of digital guidelines, motion templates, adaptable grids and creative tools, giving teams the freedom to produce content while maintaining brand consistency.

The system extends across social content, ecommerce, campaigns, retail and 3D product animations, demonstrating how a strong creative idea can translate across an entire brand experience.