Each project begins with a brief overview outlining its purpose and context. For those interested in my creative process and reasoning, I’ve also included a deeper look at my design thinking and decision-making below.
Luxe Pooch is a premium pet lifestyle brand that redefines pet care through a lens of sophistication, sustainability, and quality. This brand design project was developed to capture the essence of “Where Luxury Meets Loyalty” a tagline that reflects both the elegance of the brand and the deep emotional connection between owners and their pets.
The goal was to establish a cohesive visual identity that appealed to high-end consumers who value quality, design, and eco-conscious living. The brand’s audience consists primarily of affluent pet owners aged 25–45, with an interest in curated, aesthetically driven products that reflect their own lifestyle standards.
The deliverables included a complete identity system encompassing logo design, typography, colour palette, stationery, digital assets, packaging, and marketing applications.
The Luxe Pooch logo was designed to be simplistic yet refined, keeping in mind the brand’s need to appear consistently across a wide variety of materials, from embossed tags and packaging to signage and digital platforms.Inspired by the agility, grace, and loyalty of dogs, the logo features a continuous line illustration of a dog in motion. This flowing form captures movement, sophistication, and affection, symbolising the harmony between luxury and loyalty.The minimalist design ensures timeless appeal and adaptability, maintaining legibility whether scaled for small packaging labels or large-format advertising. Several logo variations were developed to allow flexibility across diverse touchpoints.
The brand identity was built around a balance of warmth and refinement. The colour palette pairs deep forest green with soft beige and muted clay tones, evoking nature and calm sophistication. These tones reflect both eco-consciousness and luxury, resonating with the brand’s values of comfort, care, and quality.
The typeface, Libre Franklin, was chosen for its clean, modern lines and versatile readability. Its geometry complements the organic linework of the logo, ensuring visual harmony throughout both print and digital applications. The overall tone of the identity is minimalist yet inviting, communicating premium quality while remaining relatable to pet owners who value design and sustainability.
The packaging design became an opportunity to maintain Luxe Pooch’s elegant brand identity while introducing a sense of fun and excitement. It strikes a balance between sophistication and warmth, appealing to the human emotion behind pet ownership.
Playful illustrations, premium materials, and eco-friendly finishes were combined to reinforce the brand’s ethos of sustainable luxury. The product line includes high-end accessories such as collars, travel bags, and beds, each supported by cohesive tags, boxes, and loyalty cards. The shipping boxes, featuring charming dog illustrations and a QR code for a connected shopping experience, elevate unboxing into a brand moment. This touch injects character and delight while maintaining the minimalist Luxe Pooch aesthetic.
Luxe Pooch’s advertising strategy highlights both the emotional bond and quality craftsmanship at the heart of the brand. Campaigns like “Your Dog Deserves the Best” and “Wellness for Your Dogs” showcase an aspirational yet nurturing tone, balancing lifestyle imagery with practical information about sustainability and comfort.
Social media executions were designed for coherence and approachability. The brand’s digital presence adopts soft tones, emotive photography, and editorial layouts that seamlessly integrate with the overall identity system.
To complete the identity system, Luxe Pooch’s stationery suite including business cards, loyalty cards, letterheads, and hang tags was designed to exude professionalism and tactile elegance. Embossed details, warm hues, and subtle textures extend the luxury feel into every brand interaction. Together, these touch points create a consistent and memorable experience, one that feels refined, trustworthy, and timeless.
