Project Overview

Velvet Companion partnered with Kanvas Media at the earliest stage of their journey, seeking complete clarity around brand positioning, identity, and market differentiation. As a new entrant in the pet-care industry, the brand needed a foundation that felt intentional, modern, and emotionally resonant.

Our engagement went far beyond visuals, we helped define the brand from its core. From in-depth market research and competitive analysis to naming, positioning, and messaging architecture, we built Velvet Companion’s strategic backbone.

The goal was simple: craft a brand that feels trustworthy, premium, and purpose-driven, while staying approachable to pet parents seeking thoughtful, high-quality care products.

Our Approach

We approached Velvet Companion’s brand building with equal emphasis on strategy and creativity. Through a combination of research-driven insights and emotional brand storytelling, we developed a clear brand persona, voice, and value system.

Visually, we crafted a modern identity rooted in warmth, trust, and companionship — supported by a cohesive color palette, typography system, iconography set, and creative direction for packaging and content.

We also produced product visuals and early content concepts that aligned with the brand’s tone, helping the founder visualize how Velvet Companion will appear across digital and retail touchpoints.

Our Key Priorities Included

• Brand Naming & Identity System – Naming exploration, value positioning, and tonal direction.

• Strategic Foundations – Brand pillars, audience definition, personality traits, and messaging hierarchy.

• Market & Competitor Research – Category insights and whitespace opportunities within the pet-care space.

• Visual Identity Development – Color palette, type system, iconography, and moodboards for content and packaging.

• Creative Direction – Guidelines for photography, digital presence, and brand atmosphere.

• Product Content Creation – Early-stage product and lifestyle visuals to support brand storytelling.

Key Challenges & Solutions

Creating a Brand From Zero

The brand had no name, identity, or strategic direction.
Solution: We built the entire foundation — naming, positioning, research, personality, messaging, and visual identity.

High Competition in Pet-Care Industry

The space is emotionally driven and crowded with look-alike brands.
Solution: We identified a whitespace by combining premium aesthetics with warm, empathetic storytelling.

Unclear Target Persona

Early-stage brands often misjudge their ideal customer.
Solution: We developed a clear audience persona with motivations, behavior patterns, and purchase drivers.

Lack of Visual Direction

The founder needed clarity on how the brand should feel across touchpoints.
Solution: We delivered visual guidelines, content direction, and product/lifestyle photography aligned with the brand ethos.