Client: Heads Up For Tails
Role: Lead Graphic Designer
Design Synopsis: Creative Direction, Design operations, Resource optimization, Cross-functional collaboration, Implementing guidelines and typographic systems, Omni-channel graphic design, Team management
Background: Heads Up For Tails, or HUFT, is India's largest pet-care brand with a strong presence online, in-app and in retail stores across India & recently, Singapore. HUFT believes in innovating products and services for pets in the Indian context and as a result has an expansive portfolio of food, treats, grooming products, apparel, walk-range, toys, beds and blankets, accessories, winter-wear, litter and much more. My role as the Graphic Design lead was to assure that HUFT's brand and products shine across all graphics, while retaining the warmth of a pet and human relationship.
Role: Lead Graphic Designer
Design Synopsis: Creative Direction, Design operations, Resource optimization, Cross-functional collaboration, Implementing guidelines and typographic systems, Omni-channel graphic design, Team management
Background: Heads Up For Tails, or HUFT, is India's largest pet-care brand with a strong presence online, in-app and in retail stores across India & recently, Singapore. HUFT believes in innovating products and services for pets in the Indian context and as a result has an expansive portfolio of food, treats, grooming products, apparel, walk-range, toys, beds and blankets, accessories, winter-wear, litter and much more. My role as the Graphic Design lead was to assure that HUFT's brand and products shine across all graphics, while retaining the warmth of a pet and human relationship.
My first major undertaking at HUFT was to align the typographic systems across different formats i.e. print, packaging, web and app.
For this, we ran different tests to find a font that was universal for all platforms and contributors, finally arriving at Rubik - a rounded Google Font for functionality, and Korolev Rounded - a narrow Adobe Font for packaging.
For this, we ran different tests to find a font that was universal for all platforms and contributors, finally arriving at Rubik - a rounded Google Font for functionality, and Korolev Rounded - a narrow Adobe Font for packaging.
Food and Treats are at the helm of the HUFT portfolio. They are manufactured at HUFT's innovation lab in Bangalore, with recipes by canine nutritionists and are suited for different dietary requirements, seasons and breeds of pets. The graphics needed to showcase the USPs and also the health benefits and joy that pets experience from eating them.
Festive and Seasonal Sales stand out with celebratory graphics, making pets a part of the family with specialised gifts for them through the year.
In mid-2023, HUFT Rewards was introduced as a loyalty program to increase traffic on the HUFT app, allowing a more personalized, in-depth user experience and building a deeper relationship with the HUFT eco-system.
Sara's Wholseome Food, a fresh food range was introduced to provide dogs the most nutritious meals possible enriched with quality protein, Indian herbs for immunity and grain-free options to prevent allergies.
Dash Dog is an outdoor brand for active dogs who love to tug, enjoy picnics and excursions and are not afraid of rough weather. The graphics lay emphasis on the quality, dependability and build of the products.
HUFT Winter Collection launch is a major calendar event that spans from Sept - Feb, adding a touch of comfort, warmth and magic to the brand presence. It was also the advent of Photoshop Gen AI, making it much easier for designers to extend images for various formats.
HUFT Foundation & HUFT Tribe are initiatives to care for community animals and bring feeders & caregivers together to make sure streeties never face harsh conditions as they keep our neighbourhoods lively and safe.
Credits: HUFT Photography, Video & Content Team. Branding and Packaging by Diya Kapoor & Saloni Goel.
Designers: Malvika Tewari, Rachika Rai, Kunal Rastogi, Aarsh Kapoor, Lavanya Joshi, Honey Khurana, Heena Chhabra and Anjali Narayan.
Designers: Malvika Tewari, Rachika Rai, Kunal Rastogi, Aarsh Kapoor, Lavanya Joshi, Honey Khurana, Heena Chhabra and Anjali Narayan.