OPPORTUNITY.
When Bath & Body Works explored launching its first pet care line, the opportunity wasn't simply to package grooming products. It was to translate the emotional connection customers already had with the brand into a new experience they could share with their pets.

IMPACT.
As Creative Director, I developed the visual identity, logo, and packaging system for Purrfect Paws, creating a distinctive brand built around simple illustrated characters, approachable typography, and a flexible design framework that could scale across multiple product categories. The identity balanced playful charm with a clean, modern aesthetic that reflected both premium care and everyday usability.

ROLE.
Creative Direction · Brand Strategy · Brand Identity · Logo Design · Packaging Design · Product Line Architecture · Visual Identity System

Created while serving as VP, Creative Director at A-Frame Brands.