A dachshund made of letters
Deoji is a pet accessories brand for owners who treat their animals as family. The founder's love for her dachshunds turned into the business, and in 2024 she needed it to look the part.
- Role
- Logo and identity designer, through Hive
- Year
- 2024
- Worked with
- Deoji's founder
- Where
- Studio
- What I did
- Logo designVisual identity
The brief
She arrived knowing exactly what it should feel like: warm, friendly, considered but accessible. And she had an idea to start from: the shape of a dachshund, built from bold letters spelling out the name.
The founder's reference: her dachshund, the line and the lettering she had in mind.
My job was to turn that instinct into a visual system that actually works.
Finding the dog in the letters
A dachshund is mostly one long line, which helps. The work was in finding letterforms that could carry that shape and still read as a word, so the logo works as a name first and a dog second.
The chosen concept: the logo and the icon that comes out of it.
The system
A primary logo, secondary mark and logomark, each delivered in every format and colourway: primary, reversed, single colour and greyscale. A small palette of warm, friendly colours sits around it.
Monochrome versions and the secondary colours.
Seeing it in use
A logo is easier to judge when you can see it on something, so the presentation showed it on packaging, a website and a pattern built from the mark (that's the pattern at the top of this page).
Packaging and a website mock-up.
Thank you so much for your hard work and for creating a logo that represents our brand so well.
Sophie Wiggins, Founder, Deoji
