INDUSTRY: Fashion / E-commerce
TAILUP IS AN ONLINE STORE THAT OFFERS:
• clothing with embroidered pet illustrations
• cat and dog breed variations
• customizable pet designs
• casual everyday apparel
• clothing with embroidered pet illustrations
• cat and dog breed variations
• customizable pet designs
• casual everyday apparel
THE BRAND AIMS TO COMMUNICATE:
joy, personality & emotional connection
joy, personality & emotional connection
TONE OF VOICE:
playful, friendly & approachable
playful, friendly & approachable
TARGET AUDIENCE:
• 18–35 years old
• pet owners and animal lovers
• casual fashion consumers
• people who enjoy personalized products
• 18–35 years old
• pet owners and animal lovers
• casual fashion consumers
• people who enjoy personalized products
PROJECT OBJECTIVE:
Create a fun and flexible visual identity that reflects the emotional bond between people and their pets while remaining scalable for an e-commerce environment.
Create a fun and flexible visual identity that reflects the emotional bond between people and their pets while remaining scalable for an e-commerce environment.
INCLUDES:
• Logo
• Visual System
• Icon & Illustration Set
• Color Palette
• Complete Website Design & Implementation
• Social Media Assets
• Logo
• Visual System
• Icon & Illustration Set
• Color Palette
• Complete Website Design & Implementation
• Social Media Assets
LOGO
The logo combines a friendly wordmark with a stylized tail-inspired symbol:
• rounded shapes create a soft and approachable feel;
• the tail icon adds personality and memorability;
• adaptable logo variations allow use across digital and physical touchpoints.
• rounded shapes create a soft and approachable feel;
• the tail icon adds personality and memorability;
• adaptable logo variations allow use across digital and physical touchpoints.
The system includes:
• icon-only versions for app and social use;
• responsive logo formats;
• logo behaves, logo behaves, clear construction grid and • safe space rules.
• icon-only versions for app and social use;
• responsive logo formats;
• logo behaves, logo behaves, clear construction grid and • safe space rules.
TYPOGRAPHY
Typography supports clarity and playfulness:
• rounded sans-serif fonts reinforce approachability;
• bold weights enhance visibility in e-commerce layouts;
• consistent hierarchy ensures usability across mobile and desktop.
• rounded sans-serif fonts reinforce approachability;
• bold weights enhance visibility in e-commerce layouts;
• consistent hierarchy ensures usability across mobile and desktop.
COLOR SYSTEM
The palette is centered around vibrant orange with neutral contrasts:
• orange conveys energy, friendliness, and warmth;
• black and white ensure balance and readability;
• the combination creates high visibility in digital environments.
• orange conveys energy, friendliness, and warmth;
• black and white ensure balance and readability;
• the combination creates high visibility in digital environments.
SOCIAL MEDIA
The social media direction is dynamic and content-driven:
• bright, engaging layouts designed for scrolling environments;
• focus on pets, lifestyle, and user-generated content;
• storytelling centered around individuality and connection.
• bright, engaging layouts designed for scrolling environments;
• focus on pets, lifestyle, and user-generated content;
• storytelling centered around individuality and connection.
The strategy aims to:
• build a community of pet lovers;
• encourage personalization and sharing;
• create a recognizable and lively digital presence.
• build a community of pet lovers;
• encourage personalization and sharing;
• create a recognizable and lively digital presence.
COMPLETE WEBSITE DESIGN & IMPLEMENTATION
The website was designed as a seamless extension of the brand identity, combining playful visuals with a clear and intuitive e-commerce structure:
• mobile-first layouts ensure smooth navigation across devices;
• orange accents and rounded UI elements reinforce the brand personality;
• clean compositions keep the focus on products and customization.
• mobile-first layouts ensure smooth navigation across devices;
• orange accents and rounded UI elements reinforce the brand personality;
• clean compositions keep the focus on products and customization.
A key feature is the personalization flow:
• users can easily ask for customize products based on their pets;
• the interface is simple, engaging, and easy to follow.
• users can easily ask for customize products based on their pets;
• the interface is simple, engaging, and easy to follow.
The result is a fast, flexible, and user-friendly platform that supports both shopping and brand experience.
This project explores how emotional storytelling and playful design can transform a simple fashion concept into a relatable and engaging brand experience.
A complete visual identity crafted by me, demonstrating concept development, design execution, and strategic application.
