The Fetchery: Moopers
A Breed Apart
Lifestyle & Entertainment
Category
Brand Strategy, Brand Creation, Web Design, Illustration
Services
Brand Purpose
With the success of Witzig, The Fetchery launched a second brand tailored just for pugs and their loving owners to find community and care.
Project
Moopers presented another fun opportunity to work with The Fetchery, in this case, to build a specific world and experience for Pug owners. We highlighted the pug’s contagious energy of silliness, loyalty and quirkiness in our design choices with rounded fonts and a color palette of brand and black connected to the pug’s coloring.
Strategy
We used the framework of Witzig as a roadmap for Moopers and based all design choices on a pug’s temperament and appearance. A mix of loyal, goofy and loveable informed the entire Moopers experience. We commissioned Gemma Correll to create illustrations in this playful spirit to bring the Moopers world to life. Our approach celebrates the tenderness between a dog and its owner and the pug’s strong-willed but affectionate demeanor.
Audience Need
The brand serves as a specific pug community with content and products for owners to learn all the best ways to enjoy the pug life.
