Project Overview
'Loves Dogs' was created as a lifestyle brand, catering to dog owners and enthusiasts. Our client wanted to create a destination store, offering a curated selection of high-quality products and services to celebrate the special bond between humans and their beloved canine companions.
Our task was to design their brand and bring it to life across the retail space, merchandise and marketing assets. And we are thrilled to say that we succeeded beyond their expectations.
Project Commissioner
Project Creator
Team
Kylie Gould - Director
Dan Clark - Creative Director
Tracy Jack - Senior Designer
Sofia Merkoureas - Illustration & typography
Luke Melbourne - Designer
Lauren Lamotta - Junior designer
Louise Thomas - Copy writing
Project Brief
Our task was to create a lifestyle brand that would be just as lovable as our furry friends. The goal was to position 'Loves Dogs' as a leading brand in the pet retail industry, and our challenge was to establish it as a reputable and sought-after brand that reflects its commitment to promoting a joyful and fulfilling lifestyle for dogs and their owners.
The brand name 'Loves Dogs' was dreamt up by our client, communicating the brand's heartfelt passion for our four-legged companions. To create the perfect logo, we needed an iconic illustration of a dog that would embody warmth, happiness, and companionship.
Typography was also crucial and required careful selection to complement the visual element and evoke a sense of friendliness and approachability.
Overall, we strived to create a brand that truly resonated with dog lovers everywhere.
Project Innovation/Need
The primary objective of this project was to design a distinctive and memorable brand identity that resonated with dog enthusiasts and effectively communicated the essence of 'Loves Dogs.'
A key part of the brand's personality was shaped by illustration and typography, which served as the creative foundations. The team were able to build on this and established a cohesive visual language for the brand across various touch points. This design approach was incredibly effective in creating a brand with a distinct and engaging personality that resonates with people on a deeper level.
Design Challenge
The challenge when creating the ‘Loves Dogs’ brand was not to adopt all the dogs! The design challenge was thankfully easier.
We needed to create a charming and endearing dog character as the brand's mascot. With a name as evocative as ‘Loves Dogs’ the logo practically designed itself. The illustration was crafted to convey the joy, love, and companionship associated with dogs. The mascot serves as a friendly ambassador for the brand and is featured across marketing materials, packaging, and store displays.
Illustration can have a significant impact on people's emotional connection with a brand and help establish a unique, memorable brand identity, which is especially important in today's crowded marketplace.
The integral connection between the illustration and wordmark is found at the very heart of the 'o', where a delightful little heart takes the place of empty space. This charming heart is also featured in the centre of the mascot illustration, acting as the adorable nose of the lovable pup.
Effectiveness
The development of the brand identity for 'Loves Dogs' presented an exciting opportunity to create a visually compelling and emotionally resonant brand using illustration and typography. Custom illustrations and thoughtful typography were utilised to establish a deep connection and loyalty among dog enthusiasts to the brand. It’s a brand that tugs at the heartstrings.
The resulting brand identity is a testament to 'Loves Dogs' core values and positions it as a desirable destination for those seeking a fulfilling lifestyle with their dogs. The first two stores are now open in Bundanoon NSW and Palm Beach QLD.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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