Brand and Digital Ecosystem for Tails & Trails
Mary Anne Josette
A complete brand and digital ecosystem for a pet travel product company — from visual identity and character design to a full sales funnel built in Flodesk, complete with checkout, delivery pages, and lead capture.
Brand Identity. Character Design. Website Design. Sales Funnel. Email Marketing.
Copywriting. Flodesk. Advertising.
Tails & Trails is a pet travel brand built around one simple idea: adventures are better with your pet. The brief called for a full brand identity and a working digital sales system — not just a logo and a colour palette, but an end-to-end experience that could take a customer from first impression all the way through to purchase and delivery.
The taglines set the tone early: Pack. Paws. Go. and Wag Your Furr With Us. Playful, confident, and immediately clear about who this brand is for.
"Pet travel is a crowded space. The brand needed to feel like a friend who loves dogs — not a logistics company that tolerates them."
Most pet product brands fall into one of two traps: they either go clinical and functional, or they lean so hard into cute that they lose credibility. Tails & Trails needed to walk that line — warm and witty enough to earn affection, but polished enough to sell a $49 product to someone who takes travel seriously.
The Process
The characters came first — and they changed everything. The moment the cat and the bear showed up with their luggage, the brand had a personality. They were designed to feel like a comic strip brought to life: expressive, a little silly, but stylistically tight. Navy blue, olive green, cream, and a pop of yellow. The palette felt like a well-packed carry-on — everything chosen on purpose, nothing unnecessary.
"The checkout page had to earn the upsell. Every element — tone, layout, trust signals — had to feel like the brand was looking after the customer, not squeezing them."
The Flodesk build was where the strategy came in. The sales page was structured to move a visitor through the brand story before ever showing a price. The checkout added an upsell — the Ultimate Travel Pack — at exactly the right moment, with a bonus offer card designed to feel like a gift, not a prompt. The delivery page greeted buyers warmly, offered two downloadable products, and ended with a free travel guide to extend the relationship beyond the sale.
The out-of-home billboard mockup — the cat and bear at a bus stop, Tails & Trails in bold on cream — showed how the brand could scale beyond digital. It felt completely at home in the city. That's a good sign.
Tails & Trails is the kind of project that reminds you why brand strategy and design have to move together. The characters weren't decoration — they were the business case. A faceless pet luggage brand is easy to ignore. A brand with a navy cat and a bear in sunglasses is impossible to forget.
Building the full funnel inside Flodesk meant making every screen earn its place. From the popup to the delivery page, every moment in the customer journey had to feel like the same brand — the same warmth, the same wit, the same care.
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Posted Jun 29, 2026
Created a brand identity and digital ecosystem for the pet travel brand Tails & Trails.
