Tug Life

Brand Identity

Tug Life is an eccentric and energetic dog accessory company based in London. They create a range of ethically sourced and hand-made accessories for human’s favourite four-legged companions.

I created a visual language and brand system that captured the urban, quirky and bold nature of their products with a mischievous and playful edge.

The core concept came from analysing and visually mapping dog’s behaviours and actions. I created a pattern that captured the spontaneous and energetic movement of dogs, which served as the building blocks for the whole visual identity.