New York-based pet accessories brand Lunge has teamed up with design agency Porto Rocha to create an identity that lives up to the promise of its products. Looking to disrupt the pet category, Lunge’s luxury pet accessories, designed in New York and made in Brazil, blend premium materials with playful design.
While pet brands typically pay more attention to design these days, Lunge’s sleek identity bucks fashion trends.
Lunge founder Nicholas Schröder tasked the Porta Rocha team with designing an identity that could reflect the forward-thinking nature of the brand, and encapsulate the balance between premium and playfulness found in all products this. The team looked to Benetton’s 1980s adverts and early 2000s fashion editorials for the look and feel they were after.
The resulting branding captures the spirit of Lunge, and the New York dog-walkers that first inspired Schröder. Having watched many dogs frantically drag their owners down the city streets, he wanted the photo and logo to ‘lunge’ in a similar way.
As such, the italicized letters that make up the custom typeface lean heavily against the screen, while the blocky, bold forms nod to the dogs’ energy and the brand’s contemporary focus. The ‘L’ in particular was designed to scale, “bringing the brand’s presence down to subtle details like the product’s hardware,” according to Porto Rocha.
Elsewhere, a carefully considered color palette of black, white, cornflower blue and moss green brings personality to the brand, while maintaining the refined look Schröder wanted.
The Porto Rocha team describes this mix of colors as “timeless enough to be used in every season, fresh to stand out in the pet category”.
They continue: “In the coming months, Lunge will continue to push the boundaries of the pet category through unexpected designs and collaborations – setting a new category standard for the next generation of dog parents.” In the meantime, enjoy the brilliant outdoor photography by Ryan Duffin and Geelherme used throughout the identity and launch campaign.
portorocha.com
