Inspired by millennial urban pet parents looking for high-quality, innovative, functional and sustainably-made products, Reddy takes a new look at what it means to be a pet owner using the values of today's market.
Exhibit Design, Environmental Design, Typography
Secondary graphic designer on the Visual Production team
Reddy SoHo: A New Urban Basecamp
Petco created this flagship store to elevate and showcase the Reddy brand, a premium lifestyle brand for dogs, with the intent of opening more stores in urban locations across the country. As this was the initial store, the challenge of bringing the Reddy look and feel to life lay in creating a cohesive experience from entry to checkout. The internal brand department gave the visual production team a brand guidebook, a list of possible components and locations, and a week to put together those graphics. The only expectation I brought to this project was that I would work on nothing else that week.
This edgy, urban boutique was designed in partnership with Little, Diversified Architectural Consulting and Droga5.
Out of the Playbook Come the Details
The challenge for this project was being able to create for a space I had not seen, nor could I visit personally. Balancing communication and coordination with several different departments, our main objective was to develop environmental graphics and signage that showcased the incredible products Reddy has to offer and help to create an experience that would have pet parents eagerly coming back. The graphics needed to show the products without feeling like an ad, explain the brand's essence without overloading the customer with copy, and serve as a beautiful backdrop to the store.
The other designers and I were given a general direction, told to work through a list of graphics needed methodically, and to apply brand elements to said graphics. The work consisted of layout design and the highly technical task of preparing the files for print, as the brand colors are notoriously difficult to replicate.
Reddy SoHo is now the highest-grossing store in sales, and featured in several media outlets and articles. It has been so successful that a second store is set to open in early 2023, with several more stores planned to follow.
Smell Ya Later
"On Oct. 28 in NYC's SoHo neighborhood, Petco opened a flagship concept store for Reddy, its premium line of collars, leashes and other products for dogs. To hype the launch, Droga5 lined a mile-long stretch of pavement with scented paw-print decals designed to delight mutts' muzzles. The trail led from Washington Square Park to Reddy's storefront at 125 Prince St."