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    • ~/ DOG BED GUIDE next case

    +++++++ Product Market Re-Positioning /2020

    Reposition Brunolie products as a premium, pet-wellness brand.

    • How we got our start? Brunolie GmbH was founded in 2018 with the goal of creating high-quality products for dog owners who want to give something back to their pets. The brand positions itself as more than a premium pet shop, focusing on the relationship between dogs and their owners and the idea of being a dog’s best friend.
    • Problem: The current product communication creates no emotional connection with dog owners, and provides limited practical guidance for the purchase decision. In particular, the presentation lacks clear size recommendations and visual use cases, making it difficult for customers to understand which dogs and everyday situations the product is suitable for.
    • USP: The key differentiaton is orthopedic support and pressure relief. Brunolie positions its dog beds as designed to reduce strain on the spine and joints, helping dogs recover and relax after activity. The product also emphasizes high-quality materials and comfort, with the aim of reducing tension and supporting restorative sleep.

    12x Products in 5x Sizes
    4x Colours & 5x Languages

    Brunolie's cute playful visual Language and Brand CI Guide

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    Relaxing Foam Comfort searching for the best dog bed.

    Dog matching Product Size and Bed meassurements are the Focus of the presentation

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    Customer Research reveals expectations about product presentation and choices.

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    I gathered Qualitative Data, to vote about the concept, direction and extra features.

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    To explain the trait offs, we need to show the pros and cons of the visual layout direction.

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    Exploration of the Dog Size Meassurement as main USP Grafik product feature

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    we visualise additional premium features with images of our pet friends,and custom icon badges

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    With the right colour grading, we truely speak quality.

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    We took the extra mile to scaleability, consistency and efficiency with a Design System

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    Brunolie Project
    Key Takeaways
    • 1. From Product Communication to Product Guidance:
      The project shifted the focus from simply presenting dog beds to helping customers understand which product fits their dog, size, and everyday needs. Product communication became a practical decision-making tool.
    • 2. Turning Customer Needs into Visual Solutions:
      Customer research and product analysis revealed the need for clearer guidance around size, comfort, use cases, and product benefits. These insights informed the structure and visual language of the new communication system.
    • 3. Making the USP Tangible:
      Dog-size measurement became a central visual feature of the product presentation. Instead of communicating comfort and orthopedic support only through claims, the design translated these benefits into clear and understandable visual size guide information.
    • 4. Building a Premium Brand Experience:
      The redesign connected product functionality with a more emotional brand experience. Colour, imagery, badges, icons, typography, and product storytelling were developed to reinforce Brunolie's positioning as a premium pet-wellness brand.
    • 5. Designing for Scale:
      With 12 products, 4 colour variants, 5 languages, and hundreds of graphic assets, scalability was a core requirement. Master files, reusable components, templates, and defined visual rules created a system that could be applied consistently across the product portfolio.
    • 6. Creating Consistency Across Product Touchpoints:
      The project established a clearer visual relationship between individual products and the overall Brunolie brand. The resulting design system helped translate the brand consistently across product graphics, badges, size guides, imagery, and marketing assets.
    • 7. Combining Strategy, Research & Execution:
      The project connected brand strategy, customer research, UX thinking, and graphic design rather than treating them as separate disciplines. The result was a communication system designed around both the customer's decision-making process and the brand's positioning.

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