TUGO is a pet accessories brand created from scratch
— from naming and identity to packaging, product language, and campaign assets.
The goal was to build a playful but premium brand for modern dog owners.
Create a complete dog accessories brand from scratch—playful, premium and distinctive, with an identity built to work across products, packaging, hardware and digital.
A warm, natural palette and playful typography were chosen to balance premium design with the energy of everyday play. The core mark combines a dog’s mouth and a ball into one simple, memorable symbol—creating the foundation for the full TUGO logo system.
The symbol combines a dog’s mouth and a ball in one compact shape—simple enough for product hardware, yet distinctive enough to own the brand.
The brand becomes part of the product itself through woven labels, engraved hardware, material contrast and restrained color blocking.
Friendly in Expression. Clear in Use.
PRIMARY FONT
Friendly and geometric grotesk. Playful, modern and full of character.
a
SECONDARY FONT
Clean, neutral and highly readble.
Perfect for body text and details.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Warm, Premium and Built for Play
A restrained natural base, lifted by one energetic tennis-inspired accent.
DEEP FOREST
HEX: #163F35
RGBA: rgba(22, 63, 53, 1)
CMYK: 65 / 0 / 16 / 75
RGBA
CMYK: 65 / 0 / 16 / 75
MIDNIGHT NAVY
HEX: #222834
RGBA: 34, 40, 52, 1
CMYK: 35, 23, 0, 80
WARM BONE
HEX: #ECE9DD
RGBA: 236, 233, 221, 1
CMYK: 0, 1, 6, 7
BRUSHED SILVER
HEX: #B9BDC0
RGBA: 185, 189, 192, 1
CMYK: 4, 2, 0, 25
INK BLACK
HEX: #111111
RGBA: 17, 17, 17, 1
CMYK: 0, 0, 0, 93
TENNIS LIME
HEX: #D8FF3E
RGBA: 216, 255, 62, 1
CMYK: 15, 0, 76, 0
The campaign reframes dog accessories as something more emotional—not just a product for a pet, but a gift for your best friend.
Oversized graphics and high-contrast color turn every delivery into a recognizable brand moment.
The result is a complete, recognizable brand system built around one emotional idea: For my best friend.
Deliverables: Brand identity · Typography · Color system · Packaging · Product branding · Campaign visuals · Transport branding
