Gentle Wuff

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

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Brand Creation · Product Ecosystem · Digital Experience

Role: Creative Lead
Timeline: Brand launch + ongoing

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.

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

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

To ensure scalability, I developed a flexible brand system including typography hierarchy, color application, iconography, and illustration guidelines that can extend across packaging, digital marketing, and product storytelling.

My Role

I served as Creative Lead for Gentle Wuff and partnered closely with product, development, 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 product, digital, and marketing touchpoints

- Ensured consistency and cohesion across physical and digital experiences

- Guided creative decisions to support both emotional connection and usability

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 every touchpoint — from the harness itself to the packaging experience — reinforced the same brand story.

Product Ecosystem

Digital
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.