Paws & Plaid
A Woof & Whiskers Fall Collection
Product development & art direction for a seasonal private-label toy collection for Woof & Whiskers, developed for retail at H‑E‑B.
Industry: Retail, Dog Toys, Consumer Packaged Goods
Services: Art Direction, CPG Product Development, Toy Design, Social Media Campaign
Year: 2024
Brand Development
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Creative Design Services
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Illustration
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Art Direction
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CPG Product Development
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Social Media Strategy
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Brand Development 〰️ Creative Design Services 〰️ Illustration 〰️ Art Direction 〰️ CPG Product Development 〰️ Social Media Strategy 〰️
The Challenge
Private label pet brands rely on seasonal product drops to create excitement and drive repeat purchases. Woof & Whiskers is a private label dog toy brand sold exclusively at H-E-B. For the Fall 2024 collection, we concepted a theme that gave consumers a nostalgic cozy feeling with novelty options that both pets & pet parents would love.
The goal was to develop a cohesive toy collection that felt playful and memorable while ensuring each toy design translated well from concept to physical production.
The Strategy
Fall retail moments often revolve around nostalgia, comfort, and outdoor culture. The lumberjack archetype—flannel, forests, axes, campfires—captures that seasonal mood while also translating naturally into playful dog toy forms.
This insight led to a collection inspired by rugged outdoor adventure, reimagined through the lens of whimsical pet toys.
Collection Concept Board
Toy Design Spec Sheet
The
Collection
With the collection finalized, the toys hit the shelves and a social campaign brought the collection to life through playful, personality-driven content designed to capture the spirit of fall and the joy of play.
The
Launch
Reflection
This project reflects a full-spectrum approach to CPG design. Concept, product, and campaign are developed as a unified system by aligning creative direction with production realities and retail strategy, the collection delivers both visual impact and real-world functionality.