I wanted to create a business that was like 23&Me, but for dogs. I really liked the play on words of being an "heir" vs a strand of "hair" when it came to genetics, and felt the name "Heir of the Dog" had a bit of a royal charm to it.
I designed by logo to mimic that of a playing card with its mirroring images of a dog's head along with a crown. I wanted to keep the light weights consistent with not too much detail, as I found that could confuse the image as a whole. It is a subtle touch in the black and white version, but in color, the dog's ear is shown to be a DNA strand, the colors mirroring that of the diamond's located in the crown. This detail is something I played with throughout my branding to give a bit of color where needed.
For packaging, my concept was the idea that customers would order their testing kit, receive the pouch, and inside would be treats for the dog, as well as the box containing the materials for testing (ie: the test tubes). Once the dog owner got the DNA sample, they could easily return it back to the company by mailing the box. The pouch could then remain with them, along with the treats as a token for the customer to remember us better.
My business cards play more directly into that playing card idea, with the backside resembling what one might consider a King of Diamonds card.
For my web design, I tried to incorporate hints of my logo, whether it be in pattern or color, without coming off too strong. Since this is a scientific and even medicinal business, I wanted Heir of the Dog to look more clean and professional as opposed to a more playful site. I still incorporate bits of the typeface used in my logo for my header and other small details, but even the fonts used are minimal and san serif. While I try to incorporate my palette to a degree, I leaned more towards a light blue I started using in my packaging to add to the medical, professional feel. The signature red and blue of the DNA strands are still present whened used as accents as well as when using some of the buttons.
My earliest logo designs featured much more detail and the colors wee more faded as shown above. While I had liked the outlines at the time, as I moved forward I found the more simplified, bold version of the logo to be more readable as well as easier to work with when it came to applying the logo to the rest of the project.