Waggle

My Role: Design Director & Lead Designer

Brand concept creation, execution of branded assets, brand guidelines

Year: 2023
Client: Waggle
Agency: Born & Bred
Creative Director: Justin Tejada

Design Director: Anastasia Itkina
Design: Anastasia Itkina, Tiffany Kuo
Copywriter: Nicholas Holder
Project Manager: Andrea Salinas

There’s nothing like the bond between pet parents and their pets. Waggle has the technology to make it even stronger. 

For Waggle’s new visual and verbal identity, we used those special relationships as the foundation of our work. Line work inspired by pet movements formed a playful, friendly symbol that gets every tail wagging. 

To establish Waggle’s position as a premium technology company, we balanced tails and treats with a polished, clean design system. Minimalist elements let products be the center of attention, showing that these innovative devices can be trusted to care for every pet. With messaging focused on how better tech leads to happier pets, the new Waggle brand proved they can make being best friends even better. 

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