Located in Washington, USA
Launched in July of 2022
Create a brand identity and website that accurately represents Downward Dachshund's values while remaining approachable, modern, and relevant in the puppy industry.
THE brief
A modern dog breeding company that values humane practices.
ethical | modern | community building
The Downward Dachshund team strongly values community and their ability to create families through pet adoption. Therefore, we wanted to create a brand that feels approachable and exciting, similar to the feelings evoked by bringing home a new puppy. However, due to their unique humane approach to breeding, we also wanted to be sure the Downward Dachshund brand stood out as different from its competitors by feeling soft, comforting, and caring. We accomplished this by using modern design combined with warm colors and playful typography/iconography that adds a friendly touch to the brand as a whole.
THE CREATIVE SOLUTION
DESIGN ON PURPOSE
Through the creation of a custom dog icon, we were able to capture the true essence of "downward dachshund" both literally and emotively. The Downward Dachshund color palette was specifically created to aesthetically compliment the puppy's natural coloring while also creating a warm and welcoming foundation for the brand to attract and build a community on. The font used for the Downward Dachshund logo was chosen because of its playful, stencil-like nature. The curves on the ascenders of both ending Ds were flipped to subtly represent a dog's tail. Downward Dachshund's secondary font, which is used for the tagline, was chosen because of the balance it brings to their primary font, while also carrying over some of the qualities of the primary font such as its roundedness and soft curves.
DESIGN ON PURPOSE
