Pupr is an Indian pet products brand built on a simple belief — that pets deserve considered, beautiful things. The brand came to me at its earliest stage, needing an identity that could hold both warmth and design sophistication.
I led the full brand-building process: developing the visual identity through moodboards, defining the colour palette, typography, and pattern system, and writing the brand story, mission, values, and tone of voice guidelines. I also created the social media framework — content pillars, post types, and grid mockups — and directed the packaging concept in collaboration with the graphic team. The work culminated in a 43-page premium brand booklet, for which I directed the layout, mood, and structure, and wrote all copy including the brand narrative, product taglines, and descriptive content. The result was a cohesive, joyful, and sophisticated brand identity that gave Pupr a clear, scalable foundation to grow from.
