• Date added
24 January 2024
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.
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.