The challenge was to build Ninja & Gracie entirely from scratch—creating a pet brand with a clear point of view in an oversaturated, novelty-driven category.
The challenge was to design an identity that balanced energy and stillness, allowing technology to exist quietly within a sanctuary-like environment.
I led Ninja & Gracie as a full brand build, beginning with strategy and extending through product, packaging, and visual execution.
The brand was anchored in contrast—reflecting the distinct personalities of Ninja and Gracie—using restraint, color, and composition to create a system that feels intentional rather than decorative.
Product sourcing and curation were treated as a core part of the creative process. I evaluated vendors, materials, and finishes to ensure every product aligned with the brand’s positioning, quality expectations, and visual language.
All brand imagery and product renderings were art-directed to ensure cohesion across touchpoints, creating a brand world that feels premium, playful, and scalable.
Ninja & Gracie launched as a fully realized pet lifestyle brand with a strong creative foundation and a clear, differentiated identity.
The final system delivers a cohesive product line, elevated packaging, and a distinctive visual voice that stands apart in the pet category. The brand is positioned for growth across additional products and channels while maintaining consistency, personality, and design integrity.