LUNGE
PORTO ROCHA• Date added
• Date added
Breaking away from the conventions of pet brands with a design-forward approach, LUNGE creates contemporary dog accessories that merge premium materials with playful designs. The brand explores the boundaries of the pet category through unexpected designs and collaborations, setting a new standard for the next generation of dog parents.
New York-based design studio PORTO ROCHA worked closely with LUNGE's founder to develop an identity that influenced everything from the logo and packaging to photography and e-commerce experience, before launching their first collection featuring Napa leather collars, harnesses, and leashes.
Client
LUNGE
Year
2023
Creative Director
Felipe Rocha
Leo Porto
Designer
Eyal Chowers
Typefaces in Use
Breaking away from the conventions of pet brands with a design-forward approach, LUNGE creates contemporary dog accessories that merge premium materials with playful designs. The brand explores the boundaries of the pet category through unexpected designs and collaborations, setting a new standard for the next generation of dog parents.
New York-based design studio PORTO ROCHA worked closely with LUNGE's founder to develop an identity that influenced everything from the logo and packaging to photography and e-commerce experience, before launching their first collection featuring Napa leather collars, harnesses, and leashes.
In line with the communication style of fashion brands, LUNGE embraces experimentation, editorial campaigns, and recognisable form factors. The custom wordmark, crafted by PORTO ROCHA, showcases playful, blocky letterforms that set a confident tone for the brand and create tension with the products' plush, organic shapes. The signature "L"—incorporating an angle reminiscent of the movement of a lunge—has been designed to scale, extending the brand's presence to subtle details such as product hardware.
Anchored in black and off-white with accents of cornflower blue and moss, the colour approach spans brand communication to the products themselves — timeless enough to be used season after season; fresh enough to stand out in the pet category.
PORTO ROCHA
PORTO ROCHA is a New York-based design studio with a focus on developing creative and strategic work that engages deeply with the world we live in. Working closely with people and companies to craft branding systems, products and experiences, PORTO ROCHA seeks to provoke meaningful change through their work, from large-scale projects that reach significant audiences to socially and culturally-motivated initiatives.
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