Brand identity and launch system for a premium dog-care destination from the American Kennel Club.
AKC Canine Retreat
AKC Canine Retreat was created to bring the authority of the American Kennel Club into a more modern, service-driven dog-care experience. The work needed to feel credible and premium without becoming cold, precious or overly “pet brand.” The strategic idea, A New Tradition, connected AKC’s heritage to a contemporary experience for a younger audience. The identity balanced classic typography, a refined color palette, a modern shield system and warm photography to create a brand that felt established, trustworthy and new.
Brand / Client
American Kennel Club
Category
Hotels, Restaurants & Retail
Context
The O Group
Role
Creative direction, brand identity direction, digital direction and environmental direction
Services
Brand Identity, Creative Direction, Art Direction, Website Design, Print Collateral, Environmental Graphics, Brand Guidelines
Collaborator
Diana Lau, art direction and design
The system extended across logo variations, typography, color, graphic assets, brand voice, website design, print collateral, customer premiums and brand-experience materials.
The strategy leveraged AKC’s 130-plus-year history to create a new behavior around pet care.
