PurePaws
Branding, Packaging Design, Illustration, Sustainability, Visual Systems
Project Overview
PurePaws is a sustainable pet brand inspired by my dog, Roma, and built around the belief that caring for pets and the planet should go hand in hand. The identity uses clean typography, organic shapes, and a minimal color palette to convey purity, warmth, and trust. From the logo to the packaging system, every element reflects a modern, eco-friendly approach that makes sustainable pet care feel natural and accessible.
Design Challenge
I set out to create a modern pet brand rooted in sustainability, simplicity, and compassion. Inspired by my dog Roma, the visual identity needed to feel warm and personal while staying clean and professional. The goal was to communicate eco-friendly values without leaning into cliché “green” aesthetics. Through minimal forms, soft organic colors, and thoughtful packaging, the system balances emotional connection with environmental responsibility, resulting in a cohesive and contemporary brand.
Design Solution
I built a modern, minimal identity for PurePaws using a custom line-drawn dog illustration inspired by Roma. The simple mark, paired with a soft earthy palette, reflects the brand’s focus on honesty and sustainable care. The packaging system stays clean and approachable with recyclable materials, clear labeling, and gentle typography. Together, the visuals create a cohesive brand that feels natural, trustworthy, and thoughtfully designed.
A PurePaws brand launch truck designed to bring the sustainable pet brand directly to the community. The mobile pop-up shares dog treats and food samples, using clean, eco-inspired design to reflect the brand’s friendly and environmentally conscious identity.
This page highlights the product and accessory system designed for PurePaws, showcasing how the brand extends beyond packaging into lifestyle items for pets and their owners. The treat bags pair a clean, natural aesthetic with playful illustrations and soft color accents, reinforcing the brand’s commitment to wholesome ingredients and sustainable design. The patterned bandanas introduce an additional tactile touchpoint, using sunburst-inspired motifs to express warmth, personality, and everyday joy. Together, these elements build a cohesive visual identity that feels modern, gentle, and rooted in the bond between pets and the people who love them.
