Jolly Pets Complete Rebrand (2023)

I led the complete visual rebrand of Jolly Pets, transforming a national pet toy brand with bold, playful energy that captures the joy of playtime. The rebrand centered on creating a cohesive identity system that could flex across 100+ SKUs while maintaining strong shelf presence in competitive retail environments.

The new visual language features vibrant freeform swooshes and geometric shapes that create dynamic stage-setting devices across packaging and marketing materials. Bold, quirky typography pairs with crisp lifestyle photography showing pets authentically engaged with products, sometimes solo, sometimes with their people, to enhance consumer connection and convey the pure fun their pets will experience.

I worked closely with our creative team to create a comprehensive brand guideline covering logo applications, custom iconography, color systems, and typographic hierarchies to ensure consistency across all touchpoints. Deliverables included packaging redesigns for the full product line, social media templates, retail displays, tradeshow booth graphics, and sales collateral. The result is a distinctly differentiated brand identity that stands out on shelves and resonates with pet parents looking for quality, joyful play experiences for their dogs.