Jake Foster, creative and graphic designer of Grub Club, was crowned the winner of the PetQuip Rising Star Award. Here he reveals why working for a sustainable champion is a ‘dream come true’.
Have you always had a love of pets?
“Growing up with dogs, I've been an animal lover from the start. I struggled a lot through school, and my dogs were a constant source of support, love, and giggles when I was feeling down. I'd always dreamed of having a canine sidekick, so getting my dachshund Bagel two years ago was a huge milestone – we're a package deal now.”
Did you want to work in the pet industry?
“Yes! I grew up in Los Angeles and came to the UK to study design at the Royal College of Art, and my work was always bright, colourful, emotional, and a bit silly. Sometimes, I worried that this kind of playful creativity wouldn't be taken seriously in the capital-D Design world. I've also always been big into arts and crafts, and growing up with dogs as my best friends, I'd often make them beds, toys, and accessories. It was always heartwarming to see them snoozing on a homemade bed or tearing into a handmade toy (apologies to Jojo the Aussie shepherd for the outfits I subjected him to). When I was preparing to adopt Bagel, I immersed myself in the wonderful world of pet brands, and it suddenly clicked. THIS is where I belong. It's a world where creativity, colour, silliness, & care are embraced full force; making a career out of creating for dogs was an absolute dream. I quickly switched my Masters thesis to focus on design in the pet care industry, and the rest is history.”
What made you approach Grub Club for a job?
“I was really eager to work for a brand I believed in, and a brand I felt I could grow with. When Grub Club came across my radar, I initially fell in love with the bold brand identity, fearless colour, and comedic tone – it felt like it spoke directly to me, both as a customer and a designer. Insect protein was just emerging as the next innovation for sustainability and sensitive dog care, and I was really excited by the idea of helping to build something new and unique. Once I met the team and got a deeper sense of the brand, I wasn't going to take no for an answer. What started as a three-month internship turned into two years (and counting). Finding Grub Club genuinely changed everything for me.”
How much do you enjoy your job?
“From day one, I've adored this job. Ale and Hugh have been incredibly supportive – I often come to the table with some bonkers ideas, but they ensure every idea is heard and empowered, and they constantly go above and beyond to make sure my creative vision comes to life. As a small brand, we're able to work very dynamically. I love getting to understand and contribute to every part of the business, whether it's marketing, sales, CRM, production, or design. I learn so much everyday, and I can't imagine a better place to start off my career.”
What does your work entail?
“It really depends on the day! As our creative and graphic designer, I handle most of the brand's visual output, from research to execution. If we're working on a new product, I'm deep in trend reports, researching the market, and using Bagel as a ploy to speak to dog owners in the park. I always aim to bring a holistic understanding of the industry and real dog-owners into everything I design – whether it's packaging, social content, website pages, or email campaigns. I also support the team to infuse the Grub Club look and feel into everything we do – like retailer reach-outs, decks, and newsletters. It's fast-paced and full-on, but I love putting my creative stamp on it all.”
Where do you get your ideas from?
Honestly – dogs. I'm constantly inspired by their boldness, joy, and unashamed silliness. Since so many of our customers are sensitive dogs, I like to think the Grub Club World is a place where we remind each other how fun, colourful & hilarious it is to be a dog parent. We celebrate dogs for their quirks – runny poops, itchy skin, and all! Speaking to Grub Club customers is always the biggest unlock. The way our customers express their love for pets is full of laughter and joy, rooted in care & deep appreciation. That duality is the magic of Grub Club - we're lighthearted, fun and quirky – grounded in real science and care.”
What did it mean to win this award?
A few years ago, designing for a pet brand felt like a pipe dream. Reaching that goal already feels like a win – but being recognised by PetQuip is the ultimate validation. Grub Club isn't your everyday pet brand – we're bold, loud, and disruptive in a crowded space. The fact that people are listening and recognising the effort I've put in – there's not much more I could ask for as a designer.
How did you feel when you heard the comments about you being read out?
“I'm just so grateful to Hugh and Ale – they're not just bosses, they're friends and mentors. I'm so lucky to have their support, and to have the opportunity to grow in this game-changing brand. It's amazing to feel like I'm exactly where I need to be.”
