Taiga

Taiga is a US-based dog gear brand from Raleigh, North Carolina. The brand produces handmade harnesses, leashes, and collars built with anatomically considered design, pet-safe materials, and zero shortcuts.

Taiga came to Fetchston looking to refresh their brand identity and build a social media presence that matched the quality already living inside the product. Our team delivered a logotype refresh, social media identity, a custom illustration system, and product placement direction across Instagram and web.

Taiga already had what most brands spend years trying to manufacture: genuine character. The products were exceptional, the values clear, the people behind it real. What was missing was a visual and verbal language that could communicate all of that instantly, and hold its own in a feed full of noise.

The original logotype featured a dog facing left looking backward. A small detail, but a telling one. A brand with this much forward momentum deserved an identity pointing in the same direction.

The logotype refresh was precise and intentional. The iconic red dog (already a strong mar) was mirrored to face right, toward the future.

The social media identity balanced two things Taiga genuinely is: playful and professional. Bold yellow, deep red, and high-contrast black and white became the palette—energetic enough to stop a scroll, structured enough to feel credible.

The creative heart of the project. Working with a talented illustrator, we developed a cast of hand-drawn dog characters that captured real dog behaviour with warmth and humour: a poodle sipping wine, a grumpy Shiba Inu on a leash, a floppy-eared dog mid-sprint. Not decorative assets. Brand storytelling tools. The visual equivalent of Taiga's tone of voice.

The visual heart of Tappi is its cast of geometric creatures: abstract, expressive characters with bold shapes and wide eyes. They don't belong to any specific species. They belong to Tappi.

Colors were chosen to do the heavy lifting on shelf. Deep, saturated brights magenta, cobalt, orange, lime, stacked against each other in ways that generate instant energy.

The pattern system extended the identity across every touchpoint. Prints, packaging surfaces, carrier bags, and swing tags all carried the same Tappi world, so even a simple rubber ball felt like part of something bigger.

Within six months of launching the refreshed identity with zero paid advertising Taiga grew its Instagram following by 30% through organic reach alone.

More importantly, the brand now looks exactly like what it is: a small American maker with serious craft, a clear point of view, and the kind of personality that makes people want to be part of it.

Sonya Mudvex | Art Direction, Copywriter
Daria Schevirenkova | Designer