SMAG2101–2301
Project Information
Client — Smeraglia Family
Scope — Brand Identity / Visual Design System
Date Completed — 2022
Project Description
Counter was tasked with reimagining the Smeraglia family's e-commerce pet boutique, known as 'Smagdog.' Their goal was to share 35 years of breeding expertise and provide top-tier canine products to a wider pet community. The resulting brand, "Fletch & Lo," pays tribute to two beloved dogs: Fletcher, an English Teddybear GoldenDoodle pioneer, and Lola, one of the earliest Schnoodles, a charming schnauzer-poodle mix.
Our work included strategy, naming, creative direction, brand identity, illustration, and eCommerce design and development. The result is a warm, sophisticated brand that reflects the Smeraglia legacy and their commitment to fostering bonds between dogs and their owners, both online and in their brick-and-mortar retail store.
Counter was tasked with reimagining the Smeraglia family's e-commerce pet boutique, known as 'Smagdog.' Their goal was to share 35 years of breeding expertise and provide top-tier canine products to a wider pet community. The resulting brand, "Fletch & Lo," pays tribute to two beloved dogs: Fletcher, an English Teddybear GoldenDoodle pioneer, and Lola, one of the earliest Schnoodles, a charming schnauzer-poodle mix.
Our work included strategy, naming, creative direction, brand identity, illustration, and eCommerce design and development. The result is a warm, sophisticated brand that reflects the Smeraglia legacy and their commitment to fostering bonds between dogs and their owners, both online and in their brick-and-mortar retail store.
01 – Overview
02 – Brand Identity
02.01
Logo Marks
Crafting a versatile brand identity for this retail lifestyle brand, we designed a foundation of interconnected parts, with the brand mark as the centerpiece. We opted for an illustration of ‘Fletcher & Lola’ in a regal yet playful stance, sharing a scepter. The illustration style draws inspiration from traditional English aesthetics, aligning with the English Goldendoodle breed.
03 – Visual Design System
03.01
Logo Marks
Building upon the brand mark's foundation, we crafted a comprehensive visual design system. Integrating iconic character illustrations, sophisticated typography, intricate patterns, and a rich color palette, creating the distinct Fletch & Lo brand. This approach ensures a dynamic and coherent system that resonates with audiences both online and in-store.
Credits