PillowCritter.Co
Brand Identity, Packaging, eCommerce, Tone, Voice, Copy, illustration
Logotype, brand identity, naming, product design, packaging design, and eCommerce site for a consumer product company that's on a mission to spread joy one pillow at a time.
PillowCritter.Co throw pillows were conceived as cuddly care packages, and they are merchandized as a cast of animal characters. Each Critter has a unique personality and something to say, typically a pun, and a generous spot for a personal note.
The identity is product centric and leans into the joyous, lighthearted personality of the brand. The logo system allows the primary bear icon to be replaced by images of the product, forging a deeper connection between brand and product.
The style for product image and video assets is simple, bright, and always about spreading joy.
Messaging across all channels features the "Hello Friend." motif, so that customers are warmly greeted wherever they experience the brand, from product and packaging to social media and advertising.
The visual language for social media posts and ads are meme-style by design to mimic the content the audience is already consuming.
A Shopify theme was selected to fit the brand persona, customized with brand identity assets, and configured to make sales with essential apps including a product customizer.
