I wanted to create a pet cremation business that was focused around keeping your pet's legacy alive, so I found this concept of planting ashes that then turn into plants. I decided to take this idea and apply it to my logo by having the dog seemingly turn into a plant through the growth of leaves that makes up his ears and mustache. Also the addition of the frame eludes to remembering a loved one.
When expanding the brand, I wanted to play off of the idea of remembering someone in your family through framed photographs on walls, so I chose to create wallpaper-inspired patterns. Not only do the patterns expand the brand, but they also make the brand feel classic and comfortable, which is necessary for a cremation business.