The creators behind the Dewmuffins are imaginative, outlandish, humorous, and creative. The concept is based on cute quasi-kawaii worlds where the characters take center stage. Through the use of imaginative world-building and a backstory that starts with a brilliant pink-petalled flower that releases dew drops that serendipitously create a new world full of wonderfully strange and extraordinary flora and fauna.
The company’s design assets are leveraged via licensing, retail, and online direct-to-consumer channels. Products include apparel, footwear, clothing, and lifestyle items.
Ponder Creative was tasked with growing the Dewmuffins brand by designing a new identity to increase awareness and provide a platform to expand its market reach and engagement. We also consolidated their design strategies by creating consistent messaging across various touchpoints and platforms. By leveraging their extensive library of assets, we created a new visual narrative that maintained consistency across all contexts. Special consideration was given to the demographic target audience by developing a simplified color palette and font choices to enhance the Dewmuffins design aesthetic.
We created the original logo several years ago and thought a change was needed to reflect the new visual strategy. While maintaining critical brand equity, such as color and the playfulness of the typography, we opted to take the logotype in a new direction by adding metaphorical texture. We thought the original logo glyph verticals were too strong and needed some softening. We added a cloud/pillow-like feel to the logotype, which fits the brand and feels more friendly and approachable. Also, it was more adaptable at smaller scales independent of the medium.
The website continued the visual strategy with intense colors, fun stories, and beautiful worlds. The e-commerce solution provided a great space to sell merchandise in an online store-front. The back end also connects with third-party on-demand manufacturers to keep the products fresh and provides a quick turnaround as designs are created.
