Klementime is a pet product company that equips urban pet owners with the products they need to successfully care for their dogs in the city. Their mission is to improve the time owners spend with their dogs by creating thoughtful and purposeful products—all with a sense of elegant simplicity. The goal in engaging CRP’s services was to refresh an existing logo and create a full identity system that spoke to the elegant sophistication of the brand.

Beginning with an in-depth discovery phase, CRP asked provoking questions of the founder, product development team, and investing consultants to narrow down the brand focus. We then identified the key brand attributes that speak to the company’s purpose, target market, and growth strategy. In following this process, we were able to translate valuable insights into the creation of a smart, elegant identity system that has the power to grow purposefully.

CRP was able to translate Klementime’s vision into a brand that marries functionality with sophistication, while maintaining an approachable design aesthetic. The identity system is inspired by the periodic table of elements – utilizing the K as the primary brand unit – which symbolizes the company’s purposeful approach to everyday pet essentials. Each product serves a unique function, which is designated by an interchangeable iconography system. The use of bright orange alludes to the name Klementime, and a tribute to the founder’s dog Klemens. The extractable dog bone icon is further manifested in patterning for product design and marketing purposes. The end result is a clean and sophisticated brand identity that speaks directly to the urban pet owner.