Pupford: Building a Better Brand for Puppy & Parent Relationships
With over 2 million dedicated customers online, Pupford has established itself as the expert in all things puppy, allowing parents to build a better relationship with their pups. As they enter their next stage of growth into retail stores, Pupford looked to Enlisted to develop a strong brand foundation and visual design language that can be applied to its next generation of products, packaging, retail displays, website, and mobile app.
CHALLENGE > APPROACH > RESULTS >
SERVICES
Brand Strategy | Brand Identity | Visual Design | Industrial Design | Web & App UI | Copywriting
INDUSTRY
Pet Care
CHALLENGE
Standing Out Among The Fluff
Pupford was in need of an ownable and cohesive brand design language that would be instantly recognizable and express Pupford’s unique value proposition as the puppy destination. In order to be ready for Super Zoo 2022, in about six months, the team developed a brand identity and created a visual design system across packaging, retail, web, and mobile touchpoints that the Pupford team could implement.
Enlisted identified additional assets, including a microsite and a merchandise display shipper, to be showcased at the trade show. As well as a pitch deck for presentations during various retailer meetings.
APPROACH
A Bonding Brand Experience
Enlisted developed design solutions that included evolving the Pupford brandmark to be more friendly, using product renderings focused on the product lineup incorporating a bold brand name and benefit-focused illustration to highlight use cases and results in line with the brand’s positioning. The team also focused on creating a full-scale product experience that represented the new brand design language implemented across multiple touch points.
The approach involved conducting a competitive audit and desk research utilizing Pattern data to understand the digital shelf. Workshops were conducted to align on vision boards and visual design direction. Industrial design ideation and mockups were utilized to hand off three potential concepts. Workshops were conducted to understand customer user journey and site architecture for web and mobile design.
RESULTS
PetSmart and Pup Approved Design
The new visual design language was quickly applied across web, mobile, and social platforms in August 2022. Enlisted's collaboration with Pupford resulted in a range of concepts that elevated the Pupford brand and felt more specific to their target audiences. The client was able to extend Enlisted's in-house illustrations and successfully launch the new packaging, merchandise display shipper, and skin the new website and microsite in time for Super Zoo.
The implementation of the cohesive brand identity and design language helped Pupford increase brand recognition, engage its target audience, and strengthen its position as the go-to puppy destination in the pet care industry – ultimately landing the brand in PetSmart retail stores, a huge win for the client and us.
