Design + Development
Paws & Joy
The brand identity
Building a Brand Fit for the Finest Pet Bakery
In the heart of Washington, D.C., Paws & Joy is redefining pet indulgence. Specializing in gourmet cakes and cupcakes for dogs and cats, the brand brings the elegance of a French bakery to the world of four-legged companions. We partnered with Paws & Joy from the very beginning, building the brand from the ground up to reflect their vision of refined simplicity and everyday joy. From visual identity and custom packaging to a thoughtfully designed website, every element was created to feel warm, sophisticated, and delightfully pet-centric.
Our branding process for Paws & Joy focused on capturing the warmth and delight at the heart of the brand, while maintaining a sense of sophistication. The final logo features a custom line illustration of a happy dog and cat, with the dog playfully wearing a chef's hat—an expressive mark that instantly conveys the brand's joyful, treat-centric mission. For typography, we selected a custom typeface that feels elevated yet friendly, with soft curves and thoughtful details that reflect the brand's approachable charm.
Client Review
"As new business owners of Paws and Joy Pet Bakery, we approached Elxel to help us launch our brand into an uncertain market in the DC area. We appreciated the care and thought that Sammy and Brittany provided throughout the entire process. They were collaborative and provided insights and advice that improved our launch. I recommend them to any other small business owners looking for an agency for branding and design work."
Weber Wang
Co-Founder & COO
Logo Exploration
Custom Logo Design Concepts
We developed a range of custom logo design concepts for Paws & Joy, exploring distinct creative directions across typography, iconography, and brand personality. From playful, illustrative marks to clean, modern wordmarks, each concept was designed to test how the brand could live across real-world applications. This exploration process ensured the final logo direction was not only visually strong, but strategically aligned, scalable, and built for long-term brand growth.
The packaging
Packaging as Elegant as the Treats Inside
We designed custom cupcake and cake boxes, along with to-go delivery bags, that feel as special as the treats inside. Throughout the process, we explored a range of secondary design elements—pinstripes, hand-drawn borders, and delicate dot patterns—to evoke the charm and sophistication of a boutique bakery.
The e-commerce website
A Luxurious Website Built to Convert
The e-commerce website for Paws & Joy was thoughtfully designed with a focus on seamless navigation and intuitive user experience, making it easy for pet lovers to find the perfect treat. Artisan cakes and cupcakes take center stage through high-quality imagery and refined, elegant UX design.
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