PAW & TAIL
Packaging - Art Direction
Project Goal: Create a complete brand identity for a new brand of pet goods for the modern pet family to be sold in JCPenney. Final result must have a unique playful style to capture the fun of your best companion. I opted to use an illustrative approach when designing the packaging to help capture the playful nature of the brand.
Several design ideas using illustration elements were used, but we all decided on this bold pattern for its immediate impact. A pattern design that was inclusive and could represent a wide range of beloved best friends, so each customer could create a more personal connection to the brand. Making sure to capture some of the most iconic pets, I first started with hand sketches gathering inspiration from local pets in a sketchbook. Transferred those sketches into illustrator, added a overall grid to the drawings to add more structure allowing the pattern to seamlessly fall together.
Deliverables: Logo Design, Brand Identity, Package Design
Pattern Concept & Design
I opted to use an illustrative approach when designing the packaging to help capture the playful nature of the brand. Several design ideas using illustration elements were used, but we all decided on this bold pattern for its immediate impact.
A pattern design that was inclusive and could represent a wide range of beloved best friends, so each customer could create a more personal connection to the brand. Making sure to capture some of the most iconic pets, I first started with hand sketches gathering inspiration from local pets in a sketchbook. Transferred those sketches into illustrator, added a overall grid to the drawings to add more structure allowing the pattern to seamlessly fall together.
