DOGMA | Dog Culture Club

DOGMA—a brand for dogs and their owners, urban media, and a club, all unified by a shared dog culture. The project explores a new relationship with life alongside a dog, where the pet becomes a complete part of daily life, the urban environment, and personal identity. A distinct culture forms around the object design—comprising media, community, events, collaborations, and an internal code of conduct. PRODUCT / MEDIA / CLUB—the three pillars of DOGMA: the goods become part of a lifestyle, the media shapes the cultural context, and the club brings together people with similar perspectives.

Objective — to create a recognizable brand at the intersection of the pet industry, fashion, and urban culture. Develop an identity that unites the product line, media, and community, while preserving product functionality and the brand’s expressive character.

Solution — to build a visual system based on the contrast between classic typography and messy, handwritten graphics. A vibrant color palette, an original mascot, and a system of brand guidelines shape the bold image of DOGMA. The identity scales from everyday items to digital media and club events.

The foundation of the logo is the contrast between two distinct personalities. The upper portion of DOGMA is rendered in an elongated typeface with a 90s aesthetic—classic, rigorous, and visually stable. Beneath it is CLUB, scribbled casually by hand, which disrupts the measured composition and lends the brand a more liberated tone.

This contrast reflects the core concept of DOGMA: personal convictions and rules existing alongside the desire to recontextualize them.

The primary palette is built around red and lime green, with blue serving as a secondary accent. The vibrant colors make the identity dynamic and striking, supporting its audacious character.

Meet Volt—a chihuahua, the main rascal of DOGMA and my personal source of inspiration.

Volt is known for his mischief, for which he earned the nickname «little devil» in the family. This is how the brand’s mascot came about: a hand-drawn image of a dog with horns and devilish wings.

The graphics are intentionally reminiscent of sketches in the margins of a school notebook or a dull work document. The careless lines and the mascot’s slightly mischievous nature inject vitality into the strict typography and disrupt the brand’s visual seriousness.

Volt becomes more than just a character; he is the embodiment of DOGMA—daring, ironic, and completely unafraid to defy convention.

The DOGMA product line merges functional items for dogs and their owners. Design is central to the collection—pieces that integrate organically into urban life and become an extension of personal style.

DOGMA CITY
Statement product — pet carriers.

The carrier becomes an extension of the owner’s style, accompanying them outside the home. Its design balances a practical pet accessory with an autonomous fashion object. DOGMA CITY translates the idea of shared urban life into a tangible form: the dog is always present, and essential items become part of a unified look.

DOGMA TAGS
Everyday essentials — ID tags and collars.

DOGMA ID tags and collars combine practicality with DOGMA’s expressive graphics. Typography, vibrant accents, and signature details transform everyday accessories into recognizable elements of brand identity. These small objects are through which the brand’s character manifests during daily walks.