From their inception, Happy Paws, a California-based dog supplement company, wanted to lead the pack with high-quality supplements designed for all the woes your furry friend faces. The only problem? Finding the right customers who would sit and stay for a brand to find its footing in a crowded marketplace. 

At the brand’s onset, I was tasked to create its identity, catering to dog owners fresh out of college. The brand’s mission was simple: keep the ingredients clean, the tone light, and the tails wagging. So, I aimed to bring a sense of fun to every square inch of the brand’s site and packaging, which quickly trickled down to all channels, including email, social, Amazon, and other D2C outlets. 

But I wanted my approach to delve deeper. I wanted to win over the dog, too. The yellow and blue colors of the Happy Paws palette represent the two primary colors dogs can see, all designed to catch their eyes on store shelves.