Beddies

A dog sleeping on a bed, partially covered by a dark green blanket, with a gray pillow nearby.

Role: Designer & Art Director
Year: 2022
Duration: 12 months

For Beddies, a family-run Dublin brand, I elevated cosy pet beds into a premium lifestyle statement. Rather than just focusing on comfort, we shaped a visual identity that gave the products presence both in-store and online, securing their place as the go-to choice for discerning pet owners.

  • Reframed brand positioning

  • Developed visual identity system

  • Designed retail and exhibition assets

The Challenge

Beddies’ visual identity came across as functional and low-cost, causing it to be overlooked in boutique pet shops and on e‑commerce platforms where lifestyle-led visuals and premium branding capture attention.

A digital collage with a sketch of a hat, two circular logos featuring a dog silhouette and the text "WHERE TRANQUILITY MEETS TRADITION," and different fabric patterns, including a classic tartan plaid.

The Approach

  • Conducted a brand workshop with the founders to redefine core values: comfort, craftsmanship, Irish provenance

  • Developed a warm, tonal palette inspired by traditional Irish textiles, balanced with crisp neutrals

  • Created a flexible logo lock‑up and pattern system for use across labels, website banners and social media assets

  • Designed a modular product prototype to showcase customisable bed options online

Open brochure on a dark green upholstered chair featuring a sleeping dog on a pet bed.

within six weeks of launch

we successfully Onboarded

seven

new boutique partners

A magazine titled 'Beddies' resting on a green upholstered chair, featuring a sleeping dog on the cover with a cozy indoor setting in the background.

Collaboration

I led ideation sessions with the marketing manager, copywriters and external production teams. Regular alignment meetings with the founders ensured every creative decision reflected Beddies’ heritage while pushing into new retail channels.

A small box labeled 'Beddies' placed on dark green velvet fabric that has a shiny and textured appearance.
Brochure cover featuring a sleeping dog on a bed, with potted plants on a windowsill in the background. The brochure is for beds, emphasizing comfort, style, and tradition, with text about pet comfort, high-quality craftsmanship, and a tranquil home environment.

Boosted average order value by

18 %

through an elevated

UI and UX experience

Digital tablet displaying a homepage for a bedding company with a picture of a sleeping dog on a bed, over a green textured surface.
Instagram profile page for Beddies, a pet bed and accessories shop, with photos of dogs lying on pet beds and text about product quality and sale offer.