It was truly a pleasure to work with The Royal Pooch Boutique to develop their new brand identity. Offering a range of clothing and accessories for 4 legged friends at a standard and level of quality equal to leading human fashion labels, the goal was to convey this and create the correct expectation through the presentation and brand identity design. Using a gold, platinum and charcoal colour palette immediately helps to position a brand as luxurious, but the subtle details are what really make the difference.
An ornate, abstract, lacy flourish serves as the brandmark, with a stunning sub-mark version created for situations where the brand needs to be identified at very small sizes.
Beautifully detailed, yet simple enough to be sewed on clothing.
We wanted to write the words ‘Royal’ and ‘Pooch’ on the same line, however if written with a gap between them, it created an unbalanced feel to the logo. To solve this we two different colours to differentiate one word from the other, and ensure the logo can be read correctly. (Even in black and white, one word would be displayed in a darker tone than the other).
At the very bottom I’ve included at look at some of the ‘runner-up’ concepts, which were strong, but we ultimately discarded in favour of the selected concept.
Case Study
Opportunity
Luxury pet apparel is fast-moving and highly aesthetic—buyers expect the same polish they see in human fashion labels. The brand needed instant signals of couture-level quality and a mark that would hold its elegance on woven labels, tags and packaging.
Objectives
-
Establish an unmistakably premium identity for high-quality clothing and accessories.
-
Create a signature brandmark and a compact submark for micro applications.
-
Build a palette that reads indulgent yet refined across print and product.
-
Ensure clarity and balance when the full name appears on a single line.
Insight & Strategy
To communicate “royal” without cliché, we leaned into ornamental refinement: a delicate, abstract flourish that feels like lacework—beautiful at hero size, disciplined at stitch size. For the wordmark, the names sit on one line; controlled colour separation between “Royal” and “Pooch” keeps the composition balanced and legible in every context (with tonal rules for monochrome use).
Identity Solution
-
Brandmark & Submark: An ornate, abstract flourish as the signature device, paired with a simplified submark designed specifically for very small contexts—labels, buttons, favicons—where the full mark would be too fine.
-
Wordmark: “Royal Pooch” set on a single line with calibrated spacing and two-tone differentiation to maintain visual equilibrium; reversal and monotone variants specified for embroidery and small-format printing.
-
Palette: Gold, platinum and charcoal deliver a luxurious, grown-up tone that elevates materials and photography; production notes cover foil/metallic use and contrast on textured substrates.
-
System: Horizontal and centred lockups, clear-space and minimum-size guidance; application examples for hang tags, care cards, packaging and digital headers.
Competitive Edge Now
The identity blends couture detail with day-to-day practicality: a distinctive ornamental signature, a disciplined wordmark that holds together on one line, and a palette that telegraphs luxury without shouting—ready for both fashion-grade presentation and durable product branding.
What This Enables
A cohesive presence from garment labels to e-commerce; confident small-scale branding via the submark; and a scalable visual language for future collections and collaborations—preserving the boutique’s premium aura as the range grows.
