How do you launch a luxury brand and capture the attention of a discriminating clientele? Lani – dig your dog is an exquisite pet-care product line. The brand needed to express high-quality, personally selected ingredients that are all natural and organic. Lani was named for a wheaten terrier that provided her owners with ten years of companionship and love. That personal connection propelled a brand story that differentiated a discerning line of pet products in a crowded marketplace.

While starting up a new brand of consumer packaged goods is a serious challenge, this niche market placed especially rigorous demands on the aesthetics of design. The original illustration by Jim Keller captured the whimsy of a lovable wheaten terrier while the strong typography and simple package design spotlighted a salon-style formula that was designed for sale in luxury pet boutiques. 

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