Meg & Hugo was a concept exploration aimed at repositioning a DTC pet supplement brand into the premium space through strategic identity development and elevated packaging design.
I led the creative direction and hired an illustrator to develop a custom brand mark inspired by two real dogs—Meg (a sweet spaniel) and Hugo (a stoic bulldog). The goal was to create a brand that felt both personal and premium, rooted in authenticity but built for scale.
From there, I designed two full packaging systems, each exploring distinct visual territories—from playful boutique wellness to refined, heritage-inspired apothecary. The systems were built with consumer testing in mind—each variant highlighting the flexibility of the identity across different merchandising strategies, product benefits, and brand tones.
Though ultimately unused, these designs demonstrate my approach to building testable brand assets that can spark consumer insights, guide strategic pivots, and establish a foundation for premium storytelling.
