The Foggy Dog
San Francisco
Role: Logo, Brand Identity, Packaging, Illustration
The Foggy Dog was founded by dog lover and entrepreneur Rose Shattuck with a mission to create pet products with impeccable design and craftsmanship. The brand can be found in more than 800 retailers, including Anthropologie, White’s Mercantile, Nordstrom, and DOG & CO.
As The Foggy Dog grew, Rose brought me on to create a new logo and foundational brand identity. The original brief called for something clean and simple, but when I sketched a delightfully snooty pup encompassing the logotype, we immediately knew it had something special. The character perfectly captured the brand’s personality and quickly became the heart of the identity.
Product, email, and editorial design by The Foggy Dog.
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As an extension of the logo and basic brand identity, I created a simple secondary logotype and illustrated a series of snooty pups to be used as standalone graphic elements as well as a pattern for mailer packaging.
My work with The Foggy Dog has extended to custom charm illustrations, labels and tags, hand-lettering, waste bag packaging, and most recently, the brand's best-selling “Happy Camper” motif.
