Beddies

2022

Beddies is a family-run business based in Dublin, dedicated to crafting high-quality pet beds and a variety of pet accessories that ensure the comfort and well-being of Irish pets.

As the principal designer on Beddies, I repositioned the brand to command premium shelf space and online visibility.

Overview

  • 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.

    • 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

  • 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.

    • Onboarded seven new boutique partners within six weeks

    • Boosted average order value by 18 % through an elevated UI and UX experience

    • Shortlisted for Best Packaging Design & Product Exhibition Space at the 2022 UK Pet & Aquatics Trade Show

Scope

  • The art direction embraces a warm, earthy colour palette featuring an effervescent orange and deep forest green, a quiet nod to the company’s Irish heritage. Imagery and compositions are designed to evoke a sense of warmth, comfort, and serenity.

    The overall aesthetic is timeless and sophisticated, combining mature elegance with a welcoming, homey feel, creating a brand that feels both enduring and nurturing for pets and their owners.

  • I was asked to elevate the brand's visual identity by capturing their expertise and to infuse the brand with a sense of maturity and sophistication.

  • The logo features a hand-drawn silhouette, providing a sense of craftsmanship and quality. The use of ample negative space adds a touch of modernity and sophistication.

Tablet displaying website with dog on bed, text reads 'Where tranquility meets tradition' on dark background.
A dog resting in a gray pet bed placed on a wooden floor in a rustic room with green wooden panels and potted plants.
Dog sleeping on a large, green dog bed indoors, text overlay reads ‘Beddies: Where Tranquility Meets Tradition’. Button labeled ‘Shop Now’. Cozy interior setting with plants and wooden floor.
A magazine titled "Beddies" is resting on a dark green upholstered chair. The cover shows a dog sleeping on a bed with a window and plant in the background. Text reads "Where Tranquility Meets Tradition."
Dog sleeping on a comfortable, green pet bed under sunlight, next to a window with green plants.
Open magazine on a dark green velvet chair featuring a photo and text about the "Chester Lounger," with an image of a dog sleeping in a basket.
A small stack of business cards with a plaid pattern and the word "Beddies" printed on it, placed on a smooth, dark green fabric background.
A dog sleeping on a green cushion in a cozy room with soft lighting.
Tablet displaying a social media profile on a green velvet chair