Gentle Wuff

Scope: Brand identity, product ecosystem, campaigns, website & app, packaging, internal brand systems.

Agency Partner: Nomads Creative

Gentlewuff lifestyle brand photography featuring a French Bulldog against a minimal studio background.
Gentlewuff mobile brand design featuring dog care, training, lifestyle content, and digital experiences.
Gentlewuff pet product packaging design featuring the Ready-Go dog harness, branded tags, and product graphics.

Brand Creation · Product Ecosystem · Digital Experience

Role: Senior Designer
Timeline: Brand launch 2025

Gentle Wuff eCommerce website design featuring dog harnesses, collars, leashes, lifestyle imagery, and pet product content. 
Gentle Wuff is a modern dog gear brand built around the idea that better design strengthens the bond between people and their pets. From the beginning, the goal was to create a brand that felt thoughtful, elevated, and emotionally resonant—while standing apart in a crowded pet category.

I worked on the creation of the Gentle Wuff brand from the ground up, helping define its visual identity, product ecosystem, and digital experience across physical and digital touchpoints.
  • Gentle Wuff pet brand campaign featuring a woman holding a Dalmatian with the headline Unbreakable Bonds.
  • Gentle Wuff brand campaign featuring lifestyle dog photography and messaging about strengthening the bond between dogs and their owners.
  • Gentle Wuff pet brand design featuring a puppy held in a person's hands with custom blue wave graphics and brand messaging.
  • Gentle Wuff social campaign featuring a Siberian Husky and brand messaging centered on strengthening the bond between dogs and their owners.
  • Gentle Wuff pet brand strategy presentation featuring dog photography, custom typography and a warm neutral visual identity.
  • Gentle Wuff brand purpose presentation featuring lifestyle dog photography and messaging about the brand's role in canine culture.
  • Gentle Wuff brand strategy presentation featuring dog product design and a Golden Circle framework defining the brand's purpose and positioning.
  • Gentle Wuff brand mission presentation featuring lifestyle photography of a person running with a dog and messaging about strengthening human-dog bonds.
  • A dog wearing a beige harness with a leash attached, sitting in front of a beige background. There is a sketch of a pet collar or harness on the left side, and promotional text describing a modular system of pet products called 'SIMPATICO'.
  • Gentle Wuff pet product strategy featuring a dog harness, product illustration and the Simpatico modular pet gear system.
  • Gentle Wuff brand strategy presentation featuring lifestyle photography of a woman and dog with custom illustrations and a warm neutral color palette.
  • Gentle Wuff brand personality presentation featuring playful puppy photography, custom typography and the brand's warm visual identity.
  • Gentle Wuff visual identity and art direction featuring lifestyle dog photography, typography, illustration and outdoor-inspired brand imagery.
  • Gentle Wuff visual identity presentation featuring a warm color palette, custom illustrations and lifestyle photography of dogs and their owners.
  • Gentle Wuff brand campaign featuring lifestyle dog photography, bold typography and custom illustrated graphics.
  • Gentle Wuff brand photography direction featuring outdoor lifestyle imagery of dogs, their owners and pet products.
  • Gentle Wuff dog harness product design featuring a tan and black modular harness with adjustable straps and functional details.
  • Gentle Wuff brand campaign featuring dog lifestyle photography, bold typography and messaging about creating pet gear people want to wear.
  • Gentle Wuff brand campaign featuring a Dalmatian and owner with custom landscape illustrations and playful brand messaging.
  • A dog with a black head and white body, wearing a harness, standing on a desert landscape with large rock formations and a natural arch in the background during sunset. The image has an illustrated overlay with text about Utah and a logo resembling a dog's face.
Gentle Wuff digital advertising creative featuring branded product education for the One-Click dog collar.

The Challenge

The dog gear market is crowded with utilitarian brands focused primarily on function. Gentle Wuff set out to create a modern, design-forward brand that reflects the lifestyle of active dog owners while maintaining the durability and performance expected from premium gear.

The goal was to create a brand that could: 


• feel lifestyle-driven rather than tactical
• translate across product, packaging, and digital experiences
• build emotional connection between dogs and their humans
Gentle Wuff brand identity system featuring typography, color palette, photography, illustration, and visual brand guidelines.

Brand Strategy
& Visual Identity

The Gentle Wuff identity was designed to balance strength, warmth, and approachability, reflecting the emotional bond between dogs and their owners.

The visual system combines:

• a bold geometric logo mark inspired by canine silhouettes
• a natural color palette drawn from outdoor environments
• modern typography that feels clean, confident, and lifestyle-driven

My Role

Gentle Wuff mobile eCommerce design featuring dog accessories, product education, and branded shopping experiences. 
I served as Senior Designer for Gentle Wuff and partnered closely with pdodevelopment, and marketing teams to shape how the brand shows up across product design, website and app experiences, packaging, and content.

- Established the brand’s visual identity, tone, and foundational systems

- Led creative direction across paid media, organic social, email, packaging, and photoshoots

- Ensured consistency and cohesion across physical and digital experiences
Gentle Wuff Ready-Go Harness digital campaign featuring product benefits, branded typography, and lifestyle imagery.
Gentle Wuff lifestyle advertising campaign featuring branded photography and product messaging for dog accessories.

Digital Experience

Mobile app login screen design featuring a streamlined user sign-in experience. 
I led creative direction for the Gentle Wuff website and app, focusing on intuitive navigation, clear product storytelling, and a calm, approachable user experience. 

The goal was to reflect the care and intention behind the product while making discovery and decision-making feel effortless.
Gentle Wuff brand campaign featuring lifestyle photography, dog accessories, and branded marketing messaging.
Gentle Wuff dog harness packaging design featuring branded product information, tags, and visual identity elements.
Gentle Wuff pet product packaging system featuring harness packaging, accessory tags, instruction cards, and branded graphics. 
Beyond brand identity, I collaborated with the product department to develop a cohesive product system that connects physical gear with the brand’s visual language.

This included:

• harness and product labeling
• packaging and retail hang tags
• product iconography and instructional graphics
• marketing photography direction

The goal was to ensure everything, from the harness itself to the packaging experience,  reinforced the same brand story.

Product Ecosystem

Gentle Wuff dog harness advertising campaign featuring product benefits, lifestyle imagery, and branded campaign creative.

More Selected Work