Paws & Whiskers / Pet wellness / USA / 2024–2025
A caring identity.
A clear foundation.
An identity and launch foundation for a U.S. pet wellness brand, connecting the logo, color, imagery and future packaging through a shared visual system.
Brand direction · Visual identity · Packaging concepts · Guidelines
01 / The brief
A brand foundation
before the launch.
The 2024–2025 commission prepared Paws & Whiskers for a premium position in U.S. pet wellness. The identity needed to express care while giving future products a consistent structure.
The work connected brand direction, the logo family, visual rules and application concepts in a 55-page guideline.
- Client / Market
- Paws & Whiskers · USA
- Years / Project stage
- 2024–2025 · Pre-launch foundation
- My role
- Brand direction, identity and conceptual packaging
- Handoff
- 55-page brand guidelines and identity assets
02 / The identity
A flexible logo family.
Clear roles for the details.
Horizontal, centered and vertical lockups work alongside a stand-alone symbol. A handwritten logotype provides another register for more expressive applications.
Olive green and warm brown anchor the palette. Lighter accents and defined type roles give the system variety without losing its structure.
03 / The visual language
Natural settings.
Individual characters.
The image direction moves between lifestyle settings and pet portraits. Natural surfaces, ingredients and domestic scenes establish context; studio-style portraits bring individual animals forward.
Irregular frames, cutouts and handwritten accents connect the photographic material to the graphic system.
04 / Application concepts
From packaging
to everyday content.
Pouch studies test the identity across light, brown and green surfaces. The logo, product-name area and supporting details remain recognizable as the color treatment changes.
These are packaging concepts from the pre-launch work.
05 / The handoff
The decisions,
in one shared reference.
The 55-page guidelines bring the identity, typography, color, imagery and application examples together. The overview shows the breadth of the original document and how the chapters relate.
From the client
“Looks great, thank you!”
Matt K. · Co-founder, Paws & Whiskers