CLUB CORGI
scope:
brand identity, print production, environmental design, packaging & marketing
role:
brand designer
vibe:
upscale, classic, accessible & playful
PROCESS
Motivated by a market gap, I created this brand to offer stylish and affordable products for dog owners. As a new puppy parent, I noticed an imbalance between item quality and price, which inspired the concept. Club Corgi departs from the cluttered norm of pet stores, exuding a welcoming vibe that balances elegance and approachability.
Every aspect of the brand identity was crafted to fuse a simple, charming aesthetic with accessibility and playfulness, uniquely positioning them in a big market. Corgis, beloved for their distinctive features, were the natural choice for brand face. The logo was also inspired by my own pup, Arlo, a Pembroke Welsh Corgi with a tail.
design notes:
A peek at my Procreate art board, where I've explored different expressions, postures, and art forms in pursuit of the ideal style. A significant focus of my experimentation revolved around the eyes, as I aimed to land between whimsy and sophistication.
In the end, I settled on keeping the eyes open, as it evokes a sense of fun-naturedness and captures the happy temperament of dogs.
sketchbook:
Mood boarding played a big role in guiding me toward the “ultimate aesthetic” that echoed my brand messaging. From the upscale products and neutral color palette to the vintage-inspired font pairing and personality of corgis, every element came together. Using the mood board as a blueprint, I effectively integrated these components, resulting in a cohesive and compelling style.
mood board:
BRAND IDENTITY
Primary Logo
Secondary/Tertiary Logo & Logo Marks
Colors & Illustrated Icons
