This local pet store in Woodstock, GA helped birth my start up vision of making great design accessible to "all". Rooted in the highly exclusive reef and aquatic market, this shop, whose original identity was based on a roughly drawn clown fish had plans to grow into a full service pet store, right across the street from PetSmart. I was contracted to design a brand identity that was anchored in their heritage and wouldn't alienate their current customers, but would make it clear that they now carried a full line of pet products. I knew that to differentiate from their across-the-street big box competitor, they needed to reimagine themselves as more of a premium boutique. My instincts determined that would also engender them to a new Woodstock audience that prefers the local, downtown retail environment, but values a beautiful design aesthetic. While the clients were heavily and sometimes undesirably involved in the art direction, I was able to work with him to produce something that satisfied his very literal understanding of the animal world, but retained a quality level I could have confidence in.
Deliverables included Brand Identity, Visual Brand Language, Copywriting, Iconography (which evolved into more literal illustrations), Marketing Collateral, External and in-store signage, Website, and Packaging.