Laughing Charlie

Brand Identity Renewal

This is a rebranding project for the pet lifestyle brand “Laughing Charlie”. Laughing Charlie offers a variety of products to bring happiness and smiles to both pets and their owners. The rebranding conveys the values of friendliness and playfulness associated with the Wrapping Charlie brand through the character of "Charlie". The project encompasses the entire brand design, from the brand identity system to package design, online design, content design, and various touchpoints, allowing Laughing Charlie's distinctiveness to shine through in every aspect of the brand design.

Laughing Charlie, which provides a variety of products for the healthy smiles of pets, considers "trust" and "friendliness" as its core elements. The branding incorporated these two key keywords into the logo type, typography, illustrations, and overall brand design.

The Laughing Charlie logo type was developed to represent "trust" and "enjoyment" through straight and curved lines, creating a solid yet lively form. A diverse color palette symbolizing various Charlies enhances the lively brand image.

Laughing Charlie, which provides a variety of products for the healthy smiles of pets, considers "trust" and "friendliness" as its core elements. The branding incorporated these two key keywords into the logo type, typography, illustrations, and overall brand design.

Following the rebranding of the Laughing Charlie Care Line package design system, Branden has newly developed the Snack Line package system. Laughing Charlie's graphic system has two major directions.

The typography system for the Snack Line represents a more friendly brand image. The development of various Charlie characters enables lively brand communication.

Laughing Charlie's graphic system has two major directions.

The grid system used in the Care Line products allows for intuitive information perception and conveys a sense of trustworthiness.

Through the Laughing Charlie rebranding project, the reorganization of unclear product line packaging systems, as well as the development of the Charlie character, customers can now purchase products with a more trustworthy and approachable brand image. This allows for more effective management of pet health.