Case Study
Alfred & Co. is a luxurious dog daycare, based in Vancouver, offering exclusive services such as grooming, training and overnight stays.
Throughout the project, it was very important to capture the essence of luxury and royalty in order to meet the target audience, dog owners who are willing to spend their money on their pet. To reflect this idea, the logo was designed as a silhouette of a Terrier which was and is still commonly owned by royalty. The design is simple and offers a minimalistic and clean layout, to continue, the monocle on the dog give the idea of first class and importance. For the brand identity, intricate patterns inspired by British Tapestry found in a royal household was used, combined with a simple yet meaningful royal blue and gold colour palette. The combination allows for a rich and elegant design.
To start developing the brand identity, it was very important to create a logo which would reflect the core aspects and beliefs of the brand, which is to treat dogs like royalty. The logo is the image of the company, hence why specific symbols and shapes were used in order to convey the brand and what it stands for. Furthermore, typography was another crucial step towards creating a successful brand, the key elements were to use a clear, legible and elegant typeface. The logo also had to be visible on different materials and colours, as well as being neatly packaged together for different brand applications.
The logo consists of two different serif typefaces, creating a classic and luxurious look. The typefaces are simple yet hold a lot of character which contrasts nicely with the logo icon. The typography used for the packaging also consist of one serif and a script typeface which become the main elements of the product design. The typefaces are romantic and playful, creating a graceful flow to the overall design.
A simple yet elegant colour palette was chosen to be applied to all applications sold within the store. To continue, both colours and the pattern can be foiled in order to create a more detailed, visually pleasing and elegant design.
