Most pet stores feel like punishment for both you and your dog. Harsh lighting, overwhelming aisles, and that guilty feeling when your perfectly trained pup loses it the second you walk through the door.Furrr's founder knew there had to be a better way. They wanted to create the kind of place where pets would actually drag their humans, not the other way around. A space that felt like a destination rather than just another errand. The challenge was competing against big-box stores without playing their game. Instead of trying to win on price or selection, Furrr needed to win on experience.

Named the brand "Furrr" for effortless memorability
Positioned as "The Destination for Pets & Their People"
Chose coastal branding (unexpected for Toronto pet retail)

Key Differentiators

Local Focus: Supporting Toronto businesses
Premium but Approachable: Quality without pretension
Educational: Real expertise, no sales pressure
Community-Driven: Events and genuine connections

The coastal concept immediately set Furrr apart in Toronto's pet retail scene. While everyone else was doing urban industrial or cutesy cartoon dogs, Furrr created something ownable and sophisticated.
The brand system I developed works across every touchpoint—from the logo that doubles as both a pet's face and destination vibes, to packaging that feels like you're getting a care package from your coolest friend's beach house. Staff uniforms, social templates, even the thank you cards all reinforce that this isn't just another pet store.
Most importantly, the strategy created a framework that scales. As Furrr expands, the brand guidelines ensure every location feels like the same premium destination, whether you're in downtown Toronto or the suburbs.
The real win? Furrr proved that small businesses can compete with big-box stores by being something completely different, not just a smaller version of the same thing.

What makes premium pet store branding different?
Premium pet  design focuses on the human buyer, and the pet. I borrow from luxury consumer goods whilst maintaining functionality for pet products.

What's included in pet store branding design?
My complete pet product packaging includes: brand strategy, structural design, label design, packaging copy, production specifications, and manufacturer coordination.

Do you design for other industries?
Yes, I specialise in premium branding for CPG brands and service providers. Each project includes custom strategy and design tailored to your target market.