Breaking pet brand conventions with a design-forward approach, LUNGE makes contemporary dog accessories that merge premium materials with playful design. Prior to the launch of their first collection (featuring Napa leather collars, harnesses, and leashes) we worked closely with the brand’s founder on an identity that would influence everything from logo and packaging to photography and e-commerce experience.

Similar to the communication style of fashion brands, LUNGE embraces experimentation, editorial campaigns, and recognizable form factors. The custom wordmark features playful, blocky letterforms that set a confident tone for the brand and create tension with the products’ plush, organic shapes. The signature “L”—with an angle that nods to the movement of a lunge—was designed to scale, bringing brand presence down to subtle details like product hardware.

Anchored in black and off-white with accents of cornflower blue and moss, the color approach spans brand communication to the products themselves: timeless enough to be used season after season, fresh enough to stand out in the pet category.

In the months to come, LUNGE will continue to play with the boundaries of the pet category through unexpected design and collaborations — setting a new category standard for the next generation of dog parents.