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BARK
E-commerce and Retail


Est.2021  Positioning themselves for the world’s favorite dog brand serving over 1.7M happy monthly subscribers, BARK has introduced a total rebranding designed in-house in January 2021, led by Henri Kusbiantoro as a Creative Director.

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” by delivering a genuine inspiration through a dog’s soulful, innocent eyes “to see and find the magic and surprise inside yourself.” — The new identity is bold, unapologetic, distinctive and symbolizes dog-like qualities: honesty, authenticity and quirkiness. It helps all of us get to BE more dog. Not just the logo, but we’ve also transformed the total brand universe including the new Sub Brand identities (BarkBox, Super Chewer, BARK Eats, BARK Bright, BARK Home).

Design team was Henri Kusbiantoro, Kengo Olsen, Elvis Fraile (UI Design) led by Henri Kusbiantoro. Logo animation by Paul Clark and Woodie Moon. Brand Identity designed by Henri Kusbiantoro. Doodles illustration by Dave Coverly. Guerilla illustration by Kengo Olsen. Chief Creative Officer: Mikkel Holm and Co-Founder: Henrik Werdelin. BARK Brand Creative Studio, 2021.