The Challenge
Pet care branding often falls into two visual extremes: overly clinical and functional, or overly cute and predictable. Fancy Fangs was an opportunity to step outside that territory.
The challenge was to build a brand that felt fun, contemporary, and full of personality, while still communicating quality, trust, and a strong product proposition. The identity needed to speak to a new generation of pet parents who see their dogs as part of the family and who expect the brands they buy to feel just as considered as the rest of their lifestyle.
The goal was simple: create a pet treat brand that could be playful without looking childish, expressive without becoming chaotic, and distinctive enough to own its space.
What We Achieved From This Branding
I developed a complete visual identity designed to give Fancy Fangs both personality and room to grow.
The system combines a bold logotype, a vibrant color palette, hand-drawn canine characters, expressive typography, and a flexible packaging architecture that can evolve alongside the product range.
The result is a brand that feels instantly recognizable across different touchpoints, from the shelf to the screen, while giving each product its own moment within the larger identity.
The branding was developed across:
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Logotype & Visual Identity:
A flexible visual system built around energy, color, and character. -
Illustration:
Original hand-drawn dogs that give the brand a distinctive, human touch and create opportunities for storytelling. -
Packaging Design:
A modular system designed to accommodate different SKUs while maintaining strong brand recognition. -
Digital & Brand Collateral:
Extending the same visual language into digital interfaces and customer touchpoints for a cohesive brand experience.
Why We Chose This Aesthetic Direction
Fancy Fangs didn't need to look like another pet-care brand. It needed to look like Fancy Fangs.
We deliberately moved away from the muted palettes, generic paw prints, and clinical visual language commonly associated with pet products. Instead, we embraced color, contrast, imperfect shapes, and a hand-drawn quality to create something with a little more attitude.
The illustrations became an important part of that decision. Rather than using dogs simply as decorative elements, we gave them personalities of their own. They help the brand communicate with warmth and humor while creating a visual world that can expand far beyond the packaging.
The aesthetic is playful, but the system behind it is intentional. Bold typography creates immediate shelf impact, while the recurring color and illustration elements provide consistency across the range.
The idea was never to make the brand louder for the sake of being loud. It was to make it impossible to overlook.
Why This Brand Works
Fancy Fangs works because personality isn't treated as decoration, it's part of the strategy.
The visual identity creates immediate recognition, while the packaging system makes the brand scalable.
The illustrations build emotional connection, while the structured typography and layout keep the overall experience clear and easy to navigate.
Most importantly, the identity creates a distinctive position in a category where many brands compete through similar visual codes.
It gives Fancy Fangs the flexibility to grow from a single product into a broader world of treats, toys, accessories, digital experiences, and campaigns without losing what makes the brand recognizable in the first place.
A brand can be playful and strategic. It can have personality and still feel premium. Fancy Fangs was designed to prove it.
Esta es una propuesta de identidad de marca. Si tienes alguna duda, deseas solicitar cambios o necesitas una propuesta alternativa de identidad gráfica, puedes escribirme a hola@brandingbyariz.com.
Todos los materiales presentados aquí son únicamente para fines de revisión y no pueden ser utilizados, reproducidos, distribuidos ni implementados sin el consentimiento previo y por escrito de la diseñadora.