Furly is a pet food and grooming brand created around a simple idea: make pet care feel more play...Furly is a pet food and grooming brand created around a simple idea: make pet care feel more play...
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Saikat Roy
• 1d
Furly is a pet food and grooming brand created around a simple idea: make pet care feel more playful, expressive and connected to the personality of pets.
The project developed from the name into the character, mascot and packaging system, creating one consistent brand world.
THINKING
I wanted the brand to feel less like a traditional pet-care company and more like something that could naturally connect with a younger, Gen-Z audience.
The first step was finding a name that could carry that personality.
I explored multiple naming directions before landing on Furly. The name came from the connection between fur and pets, while its short, friendly sound made it feel playful and easy to remember.
Once the name was established, it gave me a clear foundation for building the visual identity.
DECISION
I wanted the brand to have personality rather than simply a pet-related symbol.
That led to creating two central characters — a dog and a cat — as the foundation of the brand's mascot system.
Their furry, expressive character became an extension of the Furly name and gave the identity an immediately recognizable personality.
The logo, mascot and supporting graphics were then designed to work together rather than as separate elements.
MAKING IT HAPPEN
The mascot became the starting point for the packaging direction.
I developed a playful, colourful and expressive visual system around the characters, combining them with bold typography, approachable layouts and a more contemporary colour language.
The same system was extended across the pet food packaging, grooming products and supporting brand touchpoints, keeping Furly recognizable while allowing different products to have their own personality.
RESULT
Furly evolved from a simple name into a complete pet-care brand world.
The connection between name → mascot → logo → packaging gives the brand a consistent personality, while the playful visual language makes it feel more contemporary and Gen-Z oriented.
The name started the personality; the characters made it recognizable; the packaging made that personality tangible.
Completed work
Packaging DesignBrand StrategyLogo DesignAdobe IllustratorAdobe InDesignAdobe Photoshop
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