Dog fashion is either too cute to take seriously or too functional to care about. pupé sits in the gap: jackets designed for city dogs that actually live in the city, built for owners who think about what they wear and expect the same for their dog.

I co-founded the brand alongside a partner and handled the creative side. Logo, art direction, photography, and webshop. Everything you see is built from scratch.

A fashion brand that happens to be for dogs

The visual system is clean and confident, closer to a lifestyle label than anything you'd find in a pet store. The identity needed to work across a webshop, social media, and physical packaging without ever feeling like it was trying too hard. Restraint was the brief.

A brand that needed to look real before it was

At this stage of the brand, producing full photography shoots wasn't the right investment. Instead, all imagery was created using AI, with every frame art directed to stay as photorealistic as possible. The goal was simple: make sure the visual feel of the brand never suffered because of budget or timing.

The result holds up. The imagery fits the identity and gives the brand something credible to launch with.

Built to sell, designed to feel right

The e-commerce experience was designed with the same editorial sensibility as the rest of the brand. Clean layout, considered typography, a shopping flow that doesn't interrupt the feeling the brand is trying to create.

Pupé just launched. The foundation is there: a brand identity with a clear point of view, a webshop ready to scale, and imagery that sets it apart from everything else in the category.