WEB DESIGN, BRAND DEVELOPMENT, PACKAGE DESIGN
The Licker Store
During my time as the in-house graphic designer at JONATHAN Y, I was tasked with designing the brand identity and website for The Licker Store. I designed and implemented the user interface for the website, created the brand guidelines, and designed the packaging. Additionally, I was involved in the product development, content creation, and marketing side of the brand. Being involved in all aspects of the brand’s creation and expansion has given me insightful exposure into the development process through all stages.
Roles Creative Director, Graphic Designer Programs Illustrator, Figma, Photoshop, Indesign Timeline 1 year
Website Design
The primary challenge was finding the right balance between function and personality. While the brand was intentionally playful, colorful, and expressive, I quickly realized the user experience needed to take priority. The goal became creating a website that captured the brand's energy without compromising usability, credibility,or accessibility.
Early iterations leaned heavily into bold colors and expressive graphics, which often competed with the products and overall user experience. Through multiple rounds of refinement, I shifted the focus toward clearer visual hierarchy, a more neutral sans serif typeface, and a simplified interface that allowed the products to take center stage while preserving the brand's playful character.
Infographics and Illustrations
The primary goal of the infographics was to provide additional information to the user in regard to the leashes, harnesses, and beds, while creating illustrations that fit within the brand guidelines and follow the brand system. Learn more about the illustration styles, color schemes, and brand pattern in the brand guidelines.
Packaging Design
The packaging system was designed to remain consistent across a variety of manufacturing scenarios. Each product category featured a unique color palette, while standardized fallback packaging ensured the brand maintained a cohesive appearance when colored boxes couldn't be produced. The brand and packaging guidelines outline the color pairings, production specifications, and implementation of the packaging system.
