Case Study · Brand & Product
A premium pet toy brand built at the intersection of durability and play. Co-founded, designed, and shipped — from first sketch to global shelves.
3×
Dogster Editors' Choice
2025-26
Disney Project Elevate
7+
Years building the brand
10+
Toys designed end-to-end
Disney Advertising launched Project Elevate as a purpose-driven initiative supporting small businesses with mentorship and media activation across the Disney portfolio. BULLTUG was selected as part of the 2025-26 cohort.
Success Story
From retail shelves to award stages — a snapshot of what BULLTUG has achieved in just a few years.
Retail Presence
Available in Walmart, Amazon, Target+, and boutiques across the US and Europe.
Award-Winning
Best Dog Toy and Editors' Choice Awards from Dogster Magazine, plus an 
badge.
Partnership Wins
Co-branded campaigns with Fi Collars and Farm to Pet, plus collaborations with top pet influencers.
Repeat Customers
Hundreds of 5-star reviews from loyal buyers on Amazon and bulltug.com.
Disney Elevate
Proudly selected for the Disney Advertising Project Elevate 2025 cohort.
01Overview
BULLTUG is a premium pet toy brand built at the intersection of durability and fun. As co-founder, I was responsible for every creative and digital touchpoint — from the first logo sketch to a fully operational Amazon store and Shopify site.
02 — Brand Identity
An identity that projects strength while staying approachable — a personality that mirrors the products themselves.
The Logo
The playful twist on the letter "G" adds a touch of creativity and uniqueness to the logo, effectively emphasizing the focus on fun and distinguishing BULLTUG from every competitor on the shelf.
The minimalist bulldog graphic paired with bold, condensed typography captures the brand's core essence — durability and strength — while maintaining a friendly, approachable character.
Typography & Brand Colors
Typography
Avenir Next Heavy
Logo Typography
Avenir Next Bold
Slogan & Supporting Text
Brand Colors
Pantone 185 C
#ED1C24
Pantone 201 C
#9B1B30
Black 96%
#1A1A1A
Cool Gray 11 C
#63666A
Icon System
Drawn in the same bold outline style as the logo, with the brand red as the single accent, so features like squeaky, tug-of-war, crinkle paper or lifetime warranty read instantly in any size or language.
03 — Web Design & E-commerce
Designed and built end-to-end on Shopify with a UX/UI-first approach — user flows, information architecture, wireframes and a reusable UI system, then visual hierarchy, accessible contrast, and mobile-first responsive layouts. Every screen was tested and iterated to reduce friction from landing page to checkout, so it's easy and exciting to discover and buy BULLTUG.
View the full web design case study05 — Product Design & Manufacturing
Every BULLTUG toy begins as a pencil sketch — then evolves through digital illustration, prototyping, and manufacturing into the plush characters dogs love today.
Trash N' Seek
I conceived and illustrated Trash N' Seek, then took a hands-on role through every stage — refining the concept with the manufacturer and approving final materials and quality.
Awarded Best Dog Toys in Dogster Magazine's 2021 Editors' Choice for its innovative design and ability to mentally engage dogs.
Moony Bear & Woola
From the first pencil sketch to the digital illustration and final plush prototype — Moony Bear and Woola the Velcro Lamb were designed to feel like a magical companion for both kids and dogs.
Hike N' Seek · Peek N' Seek · Tugtopus
I oversaw every aspect — hiring illustrators, directing character design, and managing manufacturer relationships to ensure each product met the highest standards of quality, safety, and fun.
Tugtopus and Peek N' Seek both won Dogster Magazine's Best Dog Toys award in 2021 and 2022.
The Wild Weirdos
Redford the Fox, Catalina the Cat and Quixote the Coyote — a trio of plush characters developed from sketch to final prototype, each with its own personality and palette.
06 — Label & Packaging Design
Backer cards, hang tags, polymailers and product labels — every piece written and designed in the same playful voice, print-ready with dielines, barcodes and compliance copy handled end-to-end.
Drag or use the arrows to explore
07 — Product Catalog
Designed, laid out and art-directed for wholesale buyers and trade shows — product photography, specs and brand story in one piece. Turn the pages with the arrows or your keyboard.
08 — From Concept to Completion
I led every stage — from the initial concept and sketches, to sourcing the right materials and vetting factories, to coordinating partners and delivering the final product. Clear communication and obsessive attention to detail kept every collaborator aligned and the outcome above expectations.
Captured and edited every product and lifestyle image in-house with Photoshop and Lightroom — clean e-commerce cutouts alongside warm, character-driven scenes that let the toys tell their story.
09 — Amazon Store & A+ Content
Designed BULLTUG's Amazon storefront and A+ content — a visually consistent gallery that highlights each toy's best features and gives shoppers the confidence to hit "buy" with a smile.
04 — Social Media
Content that
builds community.
Grew BULLTUG's presence from scratch with a consistent visual language, a playful brand voice, and data-driven hashtag strategies that grew engagement organically.