CC Brand Refresh

Cuddle Clones was the first acquisition I was responsible for as Design Manager at Dianthus. They already had a pretty well established brand; however, it was limited, a bit dated, and in need of a facelift. The plan was to move forward with subtle but impactful tweaks to bring a more modern approach to the visual identity while remaining true to the brand.

I started with research, then proposed a visual strategy to the executive team. Once approved, I collaborated with merchandising, marketing, and web/tech teams and we hit the ground running. This refresh included updating the color palette, typography, logo, pet illustrations, landing page, graphic and iconic elements for print, web and social collateral, and also product design! The identity refresh work was done within about 6 weeks, and we used those core elements to continue adding to pattern, icon and template libraries over the next few months.