Dogger

Dogger came to us with a clear mission: a pet shop with strong character, a modern aesthetic and room for innovation. It had to catch the eye from afar and hold its own next to modern brands from abroad.

The client trusted our team, and with little time available we went straight from agreement to execution. That was our mistake.

Time was short, so we moved from agreement to design without a pause. Seven days later, the full identity was ready to present.

What we skipped was one question: could this direction be supported as a business? We had not confirmed it before we started.

We designed what was asked: a striking, modern identity with an international aesthetic, made to stand out on a shelf, a sign or a bag.

The logo, the hand-drawn icons and the packaging for dogs and cats share one system: black and white, with a bright accent for each range.

The client liked the result a lot, but one concern remained: the brand was seen as “too far ahead for Greece”. The project stopped there, and we were never paid for the work.

Dogger closed a few months later, but the project stayed with us. It is one of the reasons we added a clearer workflow, more checkpoints and better alignment before any design begins.