Amy Heller Design Creates a Visual “Bow-WOW!” for Canine Retailer,
Paws Gourmet, Inc.
Sub-brand logos and new web design support retailer's widening product assortment and updated strategies.

OLYMPIA, WA – An impactful graphics package created by amyHELLER design (aHd) was recently launched for the ultra-premium canine retailer, Paws Gourmet, Inc. The expanded and updated designs reflect the gourmet human-grade canine products that the retailer sells. The Edmonds, WA based online retailer of canine confections and gifts used aHd for it's corporate identity and first phase of it's web design back in January of 2003. Changes in the ownership of the company meant changes in business strategy and amyHELLER design was there to again join forces in executing the expanded vision.

The new company graphics represent the quality, richness and old-world craftsmanship labored in creating these exquisite treats with a bit of humor that only a dog can bring to a family's life. The visual elements that define the new look include two sub-brand logos that will be used for the wholesale distribution of exclusive items and services, website graphics, expanded color palette of rich earth tones with an emphasis on browns, cream and red, inclusion of rough yet inviting textured backgrounds, and graphics that serve as icons for each category of products.

“Amy Heller Design has beautifully captured the essence of my business, in a way that is both visually appealing and instantly recognizable. The creation of sub-brand identities has exceeded my expectations, allowing easy expansion of my existing business, in retail, in online trading and in new product development. The positive impact on my business has been instant visual brand recognition which has generated an upsurge in traffic to my website. My customers love the easy navigation, which is facilitated by the sub-brand identities,” said Lilyan Holmes, owner of Paws Gourmet, Inc.

The updated website includes a streamlined design that is easy to navigate and will increase reach to the expanded categories and products. A central shopping area, as well as direct links to products from the home page make the site very shop-able.

"The growth and company strategy changes were pivotal to the design of the website and the development of the sub-branding logos." said Amy Heller, principal and creative director of amyHELLER design. "These graphic elements needed to take on a consumer savvy edge that would translate into packaging and on the web in a fresh and inviting way that isn't represented in the industry currently."

When Paws Gourmet, Inc. began business in early 2003, the emphasis was on e-tailing premium quality canine centered gift baskets and treats sourced exclusively from the USA. Today, in addition to those original products, the company has it's own line of freshly baked wholesome treats that it wholesales to canine treat retailers across the country.

Established in 2003, amyHELLER design is a graphic design studio offering 10+ years experience in the profession. Services include identity development, packaging design, collateral, website design, advertising, visual merchandising, copy writing and creative consultation. For more information visit, www.amyhellerdesign.com.