Scope of Work
• Brand strategy & positioning
• Brand creation & naming
• Creative direction & visual identity system
• Product line architecture & concepting
• Product sourcing, vendor vetting & quality standards
• Packaging design & structural direction
• Materials, finishes & production guidance
• Art direction for product imagery & renderings
• Brand world development & launch foundation
Challenge
The challenge was to build Ninja & Gracie entirely from scratch—creating a pet brand with a clear point of view in an oversaturated, novelty-driven category.
The brand needed to feel elevated and design-led while still capturing personality and warmth. It also had to hold two contrasting energies within one system—calm and playful, refined and chaotic—without fragmenting the brand or leaning into cliché.
Beyond aesthetics, the challenge extended to product quality, sourcing, and scalability, ensuring the brand was grounded in real, market-ready execution.
Approach
I led Ninja & Gracie as a full brand build, beginning with strategy and extending through product, packaging, and visual execution.
The brand was anchored in contrast—reflecting the distinct personalities of Ninja and Gracie—using restraint, color, and composition to create a system that feels intentional rather than decorative.
Product sourcing and curation were treated as a core part of the creative process. I evaluated vendors, materials, and finishes to ensure every product aligned with the brand’s positioning, quality expectations, and visual language.
All brand imagery and product renderings were art-directed to ensure cohesion across touchpoints, creating a brand world that feels premium, playful, and scalable.
Results
Ninja & Gracie launched as a fully realized pet lifestyle brand with a strong creative foundation and a clear, differentiated identity.
The final system delivers a cohesive product line, elevated packaging, and a distinctive visual voice that stands apart in the pet category. The brand is positioned for growth across additional products and channels while maintaining consistency, personality, and design integrity.