The Challenge
Smug Pug Ink had evolved from a small art shop into a full creative studio, but the brand identity hadn’t caught up. I needed a visual system that worked for both illustrated goods and professional design services — fun enough for shoppers, polished enough for clients.
The process
I rebuilt the brand from the ground up around the studio’s mascot — the smug pug themself. A hot-pink-and-black core palette, anchored by mint and pug tan, became the visual heartbeat. Clean-punk typography keeps things legible but full of attitude, while consistent iconography and motion graphics tie print, digital, and packaging together. The new system was applied across the website, social templates, and product lines to ensure every touchpoint feels cohesive and instantly recognizable.
The Outcome
The refresh unified Smug Pug Ink’s personality and purpose across every platform. The new brand system feels as natural on a tote bag as it does in a client proposal — balancing playful energy with professional clarity. It gave the studio a visual backbone strong enough to scale, helping both product sales and creative partnerships grow under one bold, cohesive identity.
Reflection
This rebrand solidified my creative direction and gave Smug Pug Ink a true voice — confident, colorful, and impossible to ignore. It reminded me that branding isn’t just about aesthetics; it’s about clarity, story, and connection. What started as a personal art project has become a full-fledged creative studio that stands out for its humor, heart, and unapologetic weirdness — exactly how I like it.