BARK
E-commerce and Retail
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Est.2023 Positioning themselves as the world’s favorite dog brand, serving over 1.7 million happy monthly subscribers, BARK introduced a total in-house rebranding and an IPO launch on Wall Street in January 2021, led by Creative Director Henri Kusbiantoro. This was followed by the completion of a new brand experience at their headquarters in lower Manhattan in 2023.
In transforming its new brand identity and visual system, we successfully brought out the big idea of “Making magic for all dogs and their people.” We delivered genuine visual experience by helping people find and see the magic and surprise in dogs' soulful, innocent eyes. The new identity is unapologetic, bold, and distinctive, symbolizing dog-like qualities: honesty, authenticity, and quirkiness. It helps all of us get to BE more dog.
Brand Guidelines
All principles—from visual identity and color palette to typography, digital guidelines, and signage—were based on the new brand strategy developed in 2020. The brand guidelines were updated in 2022. View the brand guidelines here.
Recognition
2025 DIELINE Packaging Awards
3rd Place, Kids, Pets, Food Category
BARK Cereal Packaging
2023 NYCxDesign Awards Winner
Category: Creative Office
2022 America by Design
BARK, Finalist: People’s Choice Award
Featured in
BrandNew UnderConsideration, 2021
Fast Company, April 13, 2023
Design team was Henri Kusbiantoro, Kengo Olsen, Elvis Fraile (UI Design) led by Henri Kusbiantoro as creative director. Logo animation by Paul Clark and Woodie Moon. IPO animation by Ed Sergi. Brand Identity designed by Henri Kusbiantoro. Doodles illustration by Dave Coverly. Guerilla illustration by Kengo Olsen. BARK New Headquarters NYC: Architecture and Interior Design by MKDA. Chief Creative Officer: Mikkel Holm and Co-Founder: Henrik Werdelin. BARK Brand Creative Studio, 2021 and 2023.
E-commerce and Retail
Est.2023 Positioning themselves as the world’s favorite dog brand, serving over 1.7 million happy monthly subscribers, BARK introduced a total in-house rebranding and an IPO launch on Wall Street in January 2021, led by Creative Director Henri Kusbiantoro. This was followed by the completion of a new brand experience at their headquarters in lower Manhattan in 2023.In transforming its new brand identity and visual system, we successfully brought out the big idea of “Making magic for all dogs and their people.” We delivered genuine visual experience by helping people find and see the magic and surprise in dogs' soulful, innocent eyes. The new identity is unapologetic, bold, and distinctive, symbolizing dog-like qualities: honesty, authenticity, and quirkiness. It helps all of us get to BE more dog.
Brand Guidelines
All principles—from visual identity and color palette to typography, digital guidelines, and signage—were based on the new brand strategy developed in 2020. The brand guidelines were updated in 2022. View the brand guidelines here.
Recognition
2025 DIELINE Packaging Awards
3rd Place, Kids, Pets, Food Category
BARK Cereal Packaging
2023 NYCxDesign Awards Winner
Category: Creative Office
2022 America by Design
BARK, Finalist: People’s Choice Award
Featured in
BrandNew UnderConsideration, 2021
Fast Company, April 13, 2023
Design team was Henri Kusbiantoro, Kengo Olsen, Elvis Fraile (UI Design) led by Henri Kusbiantoro as creative director. Logo animation by Paul Clark and Woodie Moon. IPO animation by Ed Sergi. Brand Identity designed by Henri Kusbiantoro. Doodles illustration by Dave Coverly. Guerilla illustration by Kengo Olsen. BARK New Headquarters NYC: Architecture and Interior Design by MKDA. Chief Creative Officer: Mikkel Holm and Co-Founder: Henrik Werdelin. BARK Brand Creative Studio, 2021 and 2023.
Revitalized logotype
IPO Launch on Wall Street and Billboards in Times Square, NY, on June 21st, 2021
BARK’s new headquarters at 120 Broadway, NY. Opening in December, 2022. (Photo Courtesy: Henri Kusbiantoro and MKDA, New York)
BARK Total Rebranding: from the big idea and brand strategy, new identities (mother brand and sub brands) to design system and elements
