Every dog has its day

Fluffle make a range of accessories for dogs, including handmade collars, leather harnesses, slip leashes and coats. The brand’s identity, designed by .Oddity in Hong Kong, is also suitably stylish, with a playful side inspired by ‘a tight hug with your furry friend’, as design director Alice Mourou explains.

‘We used textured papers, embossing and colour accents in the packaging to match the quality of genuine leather accessories,’ she says. ‘We aimed to create a tactile, sensually rich unboxing experience, caring about details as much as a dog owner cares about their pups.’ .Oddity researched coloured papers to match the brand identity colour scheme, which includes a range of browns alongside accents in lilac, rust and pale pink.

Each product box contains an envelope with a custom rounded shape and blind-embossed logotype printed on Materica Rust paper. ‘The colour is amazing, dark and warm, with nuances in the grains,’ Mourou says. ‘The paper itself feels soft and almost powdery, very pleasant to the touch.’

Also inside each box is a ‘thank you’ card printed on Arena Bulk Ivory paper – one side features an offset photo with clear foil hot-stamped logotype, while the other has space for a handwritten note and playful details in typography. A pale pink ‘product care’ card and invoice printed on lilac paper are also included.

The Fluffle logotype, set in ES Peak Rounded (Extraset), is kerned tightly to convey the aforementioned hug. ‘When we pushed the limits and tightened the hug even more, we entered the territory of glyphs moving up and down from the axis and forming shapes reminiscent of different dog breeds,’ says Mourou.