CUGA HOUSE – Global Brand Book

A brand built on one idea: living together shouldn’t mean choosing between your home and your animal.

Challenge

Build from scratch the brand of a European digital concept store of design objects for people who live with animals, in a category full of pet-shop clichés and products designed apart from the rest of the home.

Idea

“Objects for living together.” Shared design, not design for people with a separate line for pets. The brand thinks by composition, not by category, and finds its humour in small, real contradictions of daily life together: 80% editorial, 20% unexpected.

Execution

A 72-page global brand book (strategy, voice, logo, colour, typography, photography, graphic language and layout), the House Rules campaign (“Good taste is shared.”) and its applications across social, e-commerce, packaging and editorial.