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In July of 2018, the Layfield Group contacted Straydog for the re-design of their BioFlex™ brand and logo. Layfield is an innovative, international manufacturing company, based in Vancouver BC. With products focused on the construction, environmental and flexible packaging industries, Layfield is at the forefront of bringing sustainable plastics solutions to the world.

The BioFlex™ product is Layfield’s solution for bringing sustainability to flexible packaging. This innovative product is more sustainable than traditional flexible packaging because it is produced using special additives which allow the packaging to biodegrade in today’s landfills, creating landfill gases that are captured and used to create new energy.

Their current BioFlex™ logo didn’t meet the expectations of the marketplace nor their brand positioning of being innovative, and world-changing. They wanted a new logo that would reflect the impact of the BioFlex™ technology in a simple and unique way.


We wanted to create a logo that, as always, would be simple. Simple means memorable. Our new logo in the European style follows modern brand design best practices and will not go unnoticed in the market. The typography is key, with a typeface of straight lines and tight curves, organic, yet technical, a calculated balance between nature and science. The key to its uniqueness is a clever “twist” in the X, a reference to the flexibility, in every sense, of BioFlex™ packaging solutions.


  • Brand Strategy
  • Branding & Logo Design
  • Business Card design
  • Graphic Design for Powerpoint sales templates and other sales & marketing collateral
  • Brochure Design
  • Trade Show Booth Design


Straydog Branding
North Vancouver, BC
Hours: M-F 8:30-5pm