BRAND FOUNDATIONS PACKAGE

BITE + CHEW

From the outset, I interpreted the brief as an opportunity to create a dog brand that felt playful, bold and full of personality, without slipping into the overly cute or novelty-driven territory that can dominate the pet market. The visual world was inspired by Palm Springs and Hawaiian poolside culture: sun-faded resorts, bright umbrellas, retro colour combinations and that effortless sense of holiday fun.

The brand needed to feel energetic enough to suit waterproof collars and leashes designed for swimming, beach days and muddy adventures, while still feeling elevated enough to appeal to design-conscious dog owners. Bold colour, playful typography and a confident graphic language give the identity its personality, while considered spacing, refined details and a more sophisticated overall composition keep it feeling polished.

The result is a brand that feels like summer all year round: bright, cheeky and instantly recognisable, but still considered enough to sit comfortably within a beautifully designed home, boutique or lifestyle store.