We coined the brand name Witzig—German for witty—in a nod to the dachshund’s intelligence and origin. Our unusual typeface reflects the weirdness of the dachshund without sacrificing legibility. We purposefully incorporated the dachshund’s unusual shape in the descender of the ‘g’ in Witzig, and this silhouette can be extracted for use in illustrations, merchandise and social media.
Our vibrant color palette invites unusual but engaging color combinations that, like dachshunds, can’t be ignored. And our custom illustrations reflect not only the dachshund’s eccentricity and playful spirit of Witzig, but also the brand’s knowledge and integrity. Human figures hold their best friends as one is encouraged to hold a dachshund. The dachshunds themselves reflect the variety in the breed’s types of fur and show as much or more personality as their two-legged companions.
To build Witzig's digital presence, we created a dynamic e-commerce and community content website. The site's intuitive navigation and functionality was informed by research into user experience and audits of competitive and comparative sites, and it's categorized to match Witzig's tone of voice and personality. The final product is a site that allows people to connect with those with like interests, find dachshund-specific products and learn about how to best train and care for their favorite breed.