Concept
My objective was to create a solution for dogs that slip and hurt themselves on hard surfaces like wood floors. I developed a specially formulated nail polish with a rubbery finish that improves traction and prevents sliding, while also protecting your floors from scratches.
Packaging
During hours of in-person research at Petco, Petsmart, and Walmart, I discovered that around 80% of customers gravitate toward packaging featuring a realistic dog rather than an illustration. For Pawlish, I decided to use packaging that showcases a realistic dog leaning over a see-through panel to highlight its painted nails. I also wanted the logo to feel more elegant to balance the playful nature of dog nail polish and ensure the product stands out as sophisticated and premium.
Creative strategy
My creative strategy for Pawlish was to mix practical benefits with a sophisticated look that appeals to pet owners. I used insights from in-person research to create packaging featuring a realistic dog and a refined logo that signals premium quality. This approach ensures that every touch point, from advertising to the product itself, clearly communicates durability, grip, and ease of use while connecting with owners who want the best for their pets.
Why these colors
Jungle Glow (Green): This soft green symbolizes the use of all natural ingredients while also hinting at freshness and cleanliness for your home.
Azure Dream (Blue): This calming blue represents the peace of mind that Pawlish provides, knowing your dog is protected from slips and your floors from scratches. It’s a color that evokes trust and reliability, making it perfect for a product designed to care for your pet.
Pinkalicious (Pink): This fun and vibrant pink brings a splash of personality, perfect for dogs who love to stand out. It’s playful and bold, adding a touch of flair while still keeping your home and your dog safe from unwanted slips or scratches.
Advertising
Advertising for Pawlish focused on the fact that while dogs can't buy the product, their owners can…and dog owners will do anything for their pets. I created a separate ad for each key benefit: one showcasing its durability by proving it won't simply rub off with water, another highlighting its grippy, rubbery finish that prevents slipping, and a third emphasizing how stress free the application is, drying fast and ready to go in seconds. Each ad speaks directly to pet owners, combining clear visuals with a message that shows how Pawlish enhances both pet safety and style.
Project scope
Concept, Research, Naming, Logo, Branding, Art Direction, Packaging, Copywriting, Advertising, 3D Modeling, Animation
