Branding + Website [ecommerce]
Client Needs
Pimped Out Pup originally came to us as a brand-new company entering the growing biothane dog gear market. We created the original branding, ecommerce website, and visual direction to help launch the business and establish its online presence. A few years later, as the company expanded its product offerings and evolved toward a more adventure-focused audience, we led a full brand refresh and website redesign featuring a darker earthy color palette, hand-drawn illustrative elements, outdoor lifestyle photography, improved product organization, and a more immersive ecommerce experience built around active dog owners and outdoor adventure.
Solution
To support the evolution of the company, we led both a full brand refresh and ecommerce website redesign focused on aligning the business with a more rugged, outdoor lifestyle aesthetic. Rather than starting from scratch, the redesign evolved the existing brand equity while refining the company’s positioning around adventure, durability, and active lifestyles.
The updated experience introduced a darker earthy color palette, hand-drawn illustrative elements, outdoor lifestyle photography, improved product organization, and a more immersive ecommerce experience designed around how customers actually shop and explore the growing product catalog.
The redesigned website also improved scalability by creating a stronger structure for collections, navigation, and product discovery as the business continued expanding.
Branding Guide
As the company evolved, the updated branding shifted away from a more traditional pet ecommerce feel and leaned heavily into the outdoor adventure lifestyle market. The goal was to create a brand identity that felt rugged, adventurous, and connected to the lifestyle of active dog owners while still maintaining recognition from the original brand.
The visual direction focused on earthy tones, darker backgrounds, hand-drawn illustrative graphics, and photography featuring dogs exploring trails, rivers, mountains, and outdoor environments. Product photography also shifted away from traditional studio imagery and instead placed products directly within outdoor settings to better reinforce the brand’s adventurous positioning.
Every design decision was intentionally made to align with the functional benefits of biothane products — durability, waterproof performance, easy cleaning, and everyday outdoor use.
Branding Highlights
- Earth-toned color palette with deep reds and dark neutrals
- Hand-drawn illustrative visual elements
- Outdoor lifestyle photography
- Adventure-driven visual positioning
- Consistent branding across collections and product pages
- Stronger emotional connection with the target audience
Website Design
Because the original website was built during the company’s startup phase, the redesign focused on evolving the experience to better support a larger catalog, improved product discovery, and a more mature brand presence as the business continued growing.
The updated ecommerce website introduced improved collection organization, clearer navigation, custom product layouts, and a more immersive visual experience that aligned with the updated branding. The structure was redesigned to help customers browse more efficiently while also supporting future expansion as new products and categories continued to be added.
The result was a more polished, scalable ecommerce experience that better reflected the company’s growth and long-term direction.
Website Features
- Ecommerce website redesign
- Improved collection and category organization
- Custom product and collection layouts
- Mobile-responsive design
- SEO-focused structure and content organization
- Streamlined customer shopping experience
- Adventure-driven visuals integrated throughout the site
- Scalable foundation for future growth
