Riff Ruff is a modern & holistic approach to pet care that enables you and your pet to enjoy the world together. We were responsible for the creative direction for this project, from branding through to packaging and web design. The goal was to create a brand that is enjoyed by all, genderless and feels approachable. Riff Ruff’s main offering is a shampoo and a conditioner for dogs, we based the identity around the shape of foam, building a brand system that can expand beyond the brand’s current offering and creating custom illustrations that fit the brand’s ethos.