Client

WUF

Project Type

Branding & Web Design

Year

2025

WUF is a premium dog care brand that gives at-home pet grooming the same polish as high-end human products. Madhouse Brands created the brand identity, logo design, packaging design, and website design around an East Coast coastal mood that feels polished and quietly luxurious. A lowercase wordmark, doodle dog icon, and “Born to Fetch, Raised to Lounge” badge logo give the brand a friendly, refined voice.

The visual identity pairs navy and soft coastal blue with warm cream and small pink accents, and uses classic stripes that nod to timeless seaside design rather than typical pet-brand styling. A custom set of hand-drawn dog illustrations becomes a signature repeat pattern. It’s joined by brand icons and packaging that run from shipping boxes and tissue to dog bone labels and a dog cologne bottle.

The full brand guidelines document the logo system, color palette, typography, illustrations, patterns, iconography, and tone of voice so the brand stays consistent as it grows. That system carries through to an e-commerce website design built to feel as elevated as the products. Branding, packaging design, and web design by Madhouse Brands, a Salt Lake City branding and web design studio.

WUF logo design: lowercase navy wordmark with a period, on a soft blue background
WUF packaging design: shipping box with a “Born to fetch, raised to lounge” insert, striped tissue and a navy logo card
WUF primary logo lockup with a doodle dog icon above the wordmark, light blue on navy
WUF circular badge logo with “Born to Fetch, Raised to Lounge” type, dog icon and Est. 2025
WUF product label design for a premium beef dog bone, with a striped header card and navy logo
WUF brand illustration of a running Dalmatian in navy line art with a pink accent
WUF brand illustration of a poodle in navy line art with a pink bow
WUF brand illustration of a puppy leaping for a light blue ball
WUF brand illustration of a doodle dog in navy line art
WUF brand guidelines pages showing the wordmark, color palette, typography, illustrations, patterns, icons and tone of voice
WUF dog cologne bottle label design with custom icons for small-batch, vet approved, IFRA-compliant and cruelty-free
WUF brand imagery: red setter holding a pink ball against the brand’s pale blue backdrop
WUF repeat pattern design of hand-drawn dog illustrations in navy, pink and blue
WUF website design: full homepage layout with hero, product grid, brand icons and newsletter signup
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