Brand Identity & Creative Direction

Ninja &
Gracie

A premium pet lifestyle brand built from scratch — rooted in the real personalities of two very different dogs, and designed to stand apart in an oversaturated category.

Brand Strategy Visual Identity Product Line Packaging Art Direction Creative Direction
Ninja and Gracie — two dachshunds in harnesses
Category
Pet Lifestyle
Deliverable
Full Brand System
The Original
Ninja

Black lab-dachshund. 11 years old. Wise, stoic, and unbothered. He has the quiet authority of someone who has earned every grey hair and expects the world to meet him on his terms.

Lab-Dachshund Mix  ·  11 Years  ·  The Anchor
The Instigator
Gracie

Mini dachshund. 10 months old. A force of pure chaos dressed in something adorable. She arrived and immediately rearranged everything — including Ninja's peace and quiet.

Mini Dachshund  ·  10 Months  ·  The Wildcard
Scope of
Work
01
Brand Strategy & Positioning
02
Brand Creation & Naming
03
Creative & Art Direction
04
Visual Identity System
05
Product Line Architecture
06
Packaging Design & Production
07
Vendor Sourcing & Quality Standards
08
Brand World & Launch Foundation

Campaign & Lifestyle

Ninja and Gracie in pajamas lifestyle campaign
Challenge
01

Build a brand that meant something — in a category that mostly doesn't

The pet accessories market is saturated with novelty-driven products and brands that prioritize cute over considered. The challenge was to build Ninja & Gracie entirely from scratch — with a clear point of view, genuine personality, and real differentiation.

The brand couldn't simply be "dogs in cute clothes." It had to carry the weight of two actual personalities — one slow and deliberate, one fast and frenetic — and translate that tension into a coherent visual and product language that felt premium, playful, and authentic.

Product & Packaging

Ninja and Gracie pajama sets packaged with brand belly band
Pajama fabric and label detail close-up shots
Harness and leash sets flatlay — cream and pink colorways
"
Two dogs. One wise, one wild. The whole brand lives in that gap between them.
Creative Direction — Christine Farah
Approach
02

Let the dogs define the brand — then build outward from there

The brand strategy was anchored in contrast — Ninja's grounded stillness against Gracie's uncontainable energy. Rather than smooth that tension over, I leaned into it. The result is a dual-toned identity: a muted, sophisticated side for the products and packaging, and a playful, expressive side for campaign and lifestyle imagery.

Product sourcing and curation were treated as a core creative decision. Every harness, pajama set, and leash was evaluated for quality, material feel, and visual coherence — ensuring the physical products matched the brand's premium positioning. Packaging was designed to feel like a gift, not an afterthought.

All campaign imagery was art-directed to capture authentic personality — not just dogs in costumes, but Ninja looking vaguely inconvenienced and Gracie looking like she just knocked something over.

Harnesses & Accessories

Ninja and Gracie wearing harnesses — campaign lifestyle image
Premium harness and leash sets — black and pink heart colorways
Harness flatlay — cream canvas and pink rainbow print
The Quiet One
Restraint. Weight. A collar worn like it means something.
The Loud One
Hearts, rainbows, and absolutely zero chill.

A palette built on contrast

Ninja Black
Bone Cream
Dusty Rose
Gracie Pink
Warm Tan
Blush Border

Two anchors — deep black for Ninja's gravitas, warm pink for Gracie's chaos — with a bridge of creams and dusty roses that keep the system cohesive across packaging, product, and campaign.

Brand System & Digital

Ninja and Gracie brand system — website, Instagram, lookbook

A brand world that scales from harness tag to homepage

Brand System & Digital Presence

Result
03

A fully realized brand with a story only Ninja and Gracie could tell

Ninja & Gracie launched as a complete pet lifestyle brand with a distinctive identity, curated product line, and a creative foundation strong enough to grow. The brand's dual personality — stoic and spunky, restrained and ridiculous — became its clearest point of differentiation.

  • Complete brand built from scratch — strategy through visual system
  • Multi-category product line: sleepwear, harnesses, leashes & accessories
  • Premium packaging design with branded belly band and hang tags
  • Art-directed campaign imagery built around authentic dog personality
  • Cohesive color system with defined product and lifestyle applications
  • Brand positioned for e-commerce growth and wholesale expansion
  • Identity system scalable across digital, print, and physical product