LUNGE
PORTO ROCHA• Date added
29 February 2024
• Date added
29 February 2024
Breaking away from the conventions of pet brands with a design-forward approach, LUNGE creates contemporary dog accessories that merge premium materials with playful designs. The brand explores the boundaries of the pet category through unexpected designs and collaborations, setting a new standard for the next generation of dog parents.
New York-based design studio PORTO ROCHA worked closely with LUNGE’s founder to develop an identity that influenced everything from the logo and packaging to photography and e-commerce experience, before launching their first collection featuring Napa leather collars, harnesses, and leashes.
Client
LUNGE
Year
2023
Creative Director
Felipe Rocha
Leo Porto
Designer
Eyal Chowers
Breaking away from the conventions of pet brands with a design-forward approach, LUNGE creates contemporary dog accessories that merge premium materials with playful designs. The brand explores the boundaries of the pet category through unexpected designs and collaborations, setting a new standard for the next generation of dog parents.
New York-based design studio PORTO ROCHA worked closely with LUNGE’s founder to develop an identity that influenced everything from the logo and packaging to photography and e-commerce experience, before launching their first collection featuring Napa leather collars, harnesses, and leashes.
In line with the communication style of fashion brands, LUNGE embraces experimentation, editorial campaigns, and recognisable form factors. The custom wordmark, crafted by PORTO ROCHA, showcases playful, blocky letterforms that set a confident tone for the brand and create tension with the products’ plush, organic shapes. The signature “L”—incorporating an angle reminiscent of the movement of a lunge—has been designed to scale, extending the brand's presence to subtle details such as product hardware.
Anchored in black and off-white with accents of cornflower blue and moss, the colour approach spans brand communication to the products themselves — timeless enough to be used season after season; fresh enough to stand out in the pet category.
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