Challenge

The challenge was to build a strong brand identity around a very simple product — a rope toy. The aim was to make it feel playful, memorable, and emotionally engaging, without overcomplicating the design or losing clarity and practicality in the packaging.

Insight

Pet toys are not just objects for pets; they are part of everyday moments between pets and people. Owners are drawn to products that feel joyful, relatable, and reflect the fun, messy reality of pet life rather than looking overly serious or generic.

Idea

I created Ruff & Ready as a cheerful, jester-led brand that celebrates playful chaos. Through soft colours, rope-inspired visuals, and witty copy, the identity turns a simple rope toy into a small moment of delight, balancing fun with structure and usability.