Hong Kong, The innovative design team at Oddity Studio, known for its creative prowess, has taken a unique and captivating approach to rebranding Fluffle, a company specializing in crafting hand-made accessories for our canine companions. Departing from the conventional reliance on illustrations often seen in pet branding, Oddity Studio has chosen to engage with the fascinating realm of typography instead.
Fluffle, like many brands in this domain, exudes an aura of playfulness. However, Oddity Studio’s creative journey down this path stands out for its originality. Rather than resorting to traditional elements such as color schemes or cute mascots, the brand’s new identity explores the realm of glyphs to evoke the essence of various dog breeds.
The creative genesis of this distinctive concept traces back to a typographical detail – kerning. Oddity Studio’s vision for the logotype, meticulously set in ES Peak Rounded by Extraset, was to emulate the sensation of a “tight hug.” Alice Mourou, the founder and creative director at Oddity, elucidates the thought process: “We were observing how we and our neighbors interacted with our canine companions and conceived the idea of a tight hug as the ultimate expression of irresistible love.” The notably compact kerning of the logotype effectively conveys this heartfelt sentiment.
As the project evolved, Oddity Studio unearthed more possibilities within the closely-knit wordmark. “We were curious about the potential of further compression, and that’s when we stumbled upon the initial sketches of the glyphs frolicking up and down from the axis,” reveals the creative team. The outcome is a typographic presentation that exudes a fluffy, almost marshmallow-like quality, beautifully reminiscent of playful dogs leaping in joyful abandon.
Oddity Studio’s transformative approach to Fluffle’s branding provides a refreshing and visually captivating perspective, adding an artistic and whimsical touch to the world of dog accessory design. This innovative creative endeavor underlines the limitless possibilities that typography can explore, weaving an endearing narrative that ties together the love and affection shared between humans and their beloved canine companions.
