Fluffle
.Oddity Studio• Date added
• Date added
Fluffle specialises in crafting premium products for dogs, with a special emphasis on nurturing the bond between dog owners and their furry companions. The brand designs and handcrafts collars, harnesses, and coats from high-quality materials such as fine leather and cutting-edge processed metals, ensuring both comfort and style for dogs.
Hong Kong-based design studio .Oddity Studio created and developed Fluffle's brand identity. Inspired by the warm embrace shared between pets and owners, the identity exudes a soft, playful, tender, yet elevated, stylish vibe.
Client
Fluffle
Year
2023
Creative Director
Alice Mourou
Designer
Alice Mourou
Motion Graphics Designer
Nikita Shchukin
Typefaces in Use
Fluffle's core mission revolves around enriching the lives of dogs and their owners by providing independent and original designs. The brand aspires to create beautiful moments during various activities, including walks and playtime, focusing on contributing to beloved canine companions' overall well-being and happiness.
A pivotal element in Fluffle's identity is the typography. .Oddity Studio employed ES Peak Rounded by Extraset. The logotype's kerning is intentionally tight to convey the essence of a warm hug. Going further, the studio tightened the 'hug' to the point where glyphs moved dynamically up and down, forming shapes reminiscent of different dog breeds.
"We have two dogs in our studio and are quite familiar with the industry. We found that current pet branding is often overly driven by illustrations, and we understand the appeal — it's a cute business. So, we decided to go the opposite way and play with the typography instead."
In addition to the brand identity, .Oddity Studio paid attention to the tactile and sensory aspects of its products. Textured papers, embossing, and colour accents in packaging are employed to match the quality associated with genuine leather accessories. .Oddity Studio's focus on creating a tactile and sensory appealing unboxing experience reflects the same care and detail that a dog owner lavishes on their beloved pups.
.Oddity Studio
.Oddity Studio is a team of independent interdisciplinary design practitioners with a focus on brand identities and user experience development. Their works stand out with authentic concepts that are closely tied to the project context. The team blurs boundaries between disciplines and challenges the status quo in the creative process by taking risks that lead into brand new meanings.
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