01 · Pet fashion · Identity, packaging & product

GRRR

Dogwear for dogs with personality — good taste isn’t just for humans.

Year
2026
Sector
Pet fashion
Scope
Strategy, identity, packaging
Also
Product, copy, digital
GRRR swing tag in cobalt blue and acid green
Swing tag · “good dog, questionable outfit.”

The idea

Treat the dog like the fashion client it always thought it was.

GRRR takes Copenhagen’s straight-faced confidence — clean grids, fat sans type, colour used like a slap — and points it at dogwear. Cobalt blue and acid green, a logotype that barks, and a tone of voice that never apologises for how seriously it takes a very silly category. Everything is built as a real fashion house: collection numbering, look books, garment bags, hang tags.

Collection 001

Six looks
GRRR Collection 001 on a chrome rail
The rail · six pieces, one attitude
GRRR 001 The Clash Coat look book page
001 · The Clash Coat
GRRR 002 The Stripe Knit look book page
002 · The Stripe Knit

“your dog has better clothes than you now. sorry.”

The voice is deadpan, short and slightly rude — printed on cards, embossed on charms, hidden inside boxes. Never cute, never a pun.

Packaging & objects

Unboxing
GRRR blue box with acid green logo tissue paper
Box & tissue · logo all over
GRRR cobalt shopping bag with acid green logotype
Retail bag
GRRR thank you cards, front and back
Thank-you cards
GRRR blue garment bag, front and back
Garment bag · yes, for a dog
GRRR silicone collar charms in acid green
Collar charms · the logo as a keepsake

Digital

The shop app carries the same rules: full-bleed colour, one hero dog, product orbiting around it, and a look selector that reads like a runway line-up.

GRRR mobile shop interface
Shop · collection 001

Next

Jangueo →