Logo Redesign Elevates Dog Breeder’s Prestige & Exclusivity
Project Overview
Royal Mountain Shih Tzus, a high-end dog breeder, had a generic clip-art logo that failed to communicate its premium positioning and breed distinction. The lack of a strong visual identity diluted brand credibility and exclusivity. Their target audience was high-net-worth individuals and families looking for luxury, purebred Shih Tzus. Even though I’m not a designer, I stepped up to initiate research, concept development, and execution of a new logo.
Approach
Competitor analysis revealed that Colorado breeders often used playful logos, bright colors, and lowercase cursive typography, presenting an opportunity to differentiate and elevate the brand’s identity. With the breeder in the process of updating their website and rebranding as “Royal Mountain Shih Tzus,” this was the ideal time to create a logo that reinforced their upscale positioning and highlighted the distinct qualities of the Shih Tzu breed.
- Created a moodboard featuring luxury/royal motifs and themes
- Conducted research on the history of the breed
- Featured visuals that aligned with breed personality & color psychology
Execution
I put together a crest-inspired emblem that embraced the name change as a strength rather than a setback. The logo features two lions, a nod to the Shih Tzu’s historical title as the “Little Lion Dog,” grounding the brand in the breed’s rich heritage. At the center, a mirror reflecting a long-haired Shih Tzu adds elegance while ensuring instant breed recognition. A refined color palette and classic serif typography further elevate the brand’s prestige, resonating with the breeder’s high-end clientele. Crafted with brand consistency in mind, the design establishes a strong, memorable identity across channels.
Visuals Featured: (Before/After Logo, Mockups, Brand Style Guide)
Results & Impact
Stronger differentiation: The new branding sets the breeder apart from competitors, reinforcing its reputation as a top-tier provider and supporting higher pricing per puppy. Elevated brand perception: Clients immediately associated the new identity with prestige and exclusivity, enhancing the breeder’s credibility. Increased engagement: The rebrand sparked higher customer interaction and positive feedback, further strengthening brand loyalty.
