Furrr: Branding a Destination for Pets & Their People

Your pet isn’t just a pet. They’re your ride-or-die. Your couch hog. The reason you talk in an embarrassing baby voice when you swore you never would. And they deserve better than the same generic kibble and rushed, stress-filled grooming experiences.

And making that happen? That’s where I came in.

From the jump, I built this brand from the ground up—starting with the name. Furrr had to feel effortless, like something you’d say without overthinking it. From there, I carved out the strategy: who they are, who they are for, and why they are doing this in the first place. I defined the messaging, nailed the tone, and crafted slogans and copy that don’t just sound good—they mean something.

Then came the visuals. A brand that feels like a getaway, a coastal escape for pets and their people. The identity pulls from that—sun-warmed palettes, effortless typography (hello, Perfectly Nineties and Karla), and a logo that does double duty as both a pet’s face and a nod to the destination vibes. Packaging? Social templates? Every last detail was built to be recognizable, ownable, and unmistakably Furrr.

At the end of the day, this isn’t just a pet shop. It’s an experience. A place that feels premium without the pretense. Thoughtful but never overcomplicated. A brand that pets (and their people) can trust, time and time again.