Most dogwear is designed by scaling the same pattern across sizes, overlooking how radically body proportions can differ. The challenge was to create a brand that treats fit as a design problem while still feeling relevant within contemporary fashion.
I designed MORF's visual identity, website and marketing materials around its approach to fit. On the site, I made the three body types clear and easy to compare, then used photography and layout to give the product the presence of a fashion label.
The visual system was built to feel closer to contemporary fashion than traditional pet retail. I used restrained typography, a neutral palette, generous spacing and a flexible editorial grid to give the product room to lead, while keeping every touchpoint consistent across campaign, product and e-commerce.
THE BRAND SYSTEM CONTINUES INTO THE DIGITAL EXPERIENCE, WHERE IDENTITY, HIERARCHY AND INTERACTION BECOME PART OF THE SAME LANGUAGE.
I wanted the move from campaign to product page to feel natural. A campaign image can make you stop; a product page has to help you decide. I designed both with that difference in mind, keeping MORF recognizable without forcing the same layout onto every format.
The responsive system was designed around the way each screen is actually used, not by simply scaling down the desktop layout. Content hierarchy, navigation, spacing and interactions were reworked for smaller screens while keeping the same visual language. The result is a consistent experience across devices without forcing one composition to fit every format.
