A Brand Growth Case Study for The Curious Pets: Helping Customers Find the Right Fit

How Thoughtful Design Made Collar Sizing Easier, Reduced Returns, and Supported Retail Sales

When Nicole's products started appearing in retail stores, including a local dog grooming shop, we discovered a small problem that was creating hesitation and confusion.

Customers weren't always sure which collar size would fit their dogs best. Some shoppers left empty-handed while others purchased multiple sizes just to be safe, which resulted in a lot of returns.

We needed a way to make the decision feel easier.

The Curious Pets collar sizing project moodboard. Designed by Logodentity™.

Brand Growth Case Study Overview

A Small Point of Confusion With a Big Impact

Nicole had already built a recognizable brand through The Curious Pets, creating handmade dog collars that were both practical and full of personality.

As her products began appearing in retail locations, however, a new challenge emerged.

Choosing a collar should have been the easy part, but customers often found themselves stuck between sizes. Without a clear way to compare options, some shoppers decided not to purchase at all. Others bought multiple sizes and returned the extras later.

The collars themselves weren't the problem.

The buying experience needed a little more guidance.

Designing a Better Way to Choose

Rather than changing the product, we focused on helping customers feel confident in their decision.

Using Nicole's existing brand identity as a foundation, I created a collection of illustrated sizing materials that worked together to answer common questions before they became obstacles.

The project included:

→ An illustrated display guide for retail locations

→ Product size tags that made comparisons easier at a glance

→ A postcard-sized measurement guide customers could take home

Each piece was designed to simplify the process and help shoppers find the right fit without second-guessing themselves.

Illustrated Dog Collar Sizing Guide displayed in-store. Designed by Logodentity™

Using Illustration to Make Information Feel Friendly

Sizing charts can be useful, but they aren't always easy to interpret in the middle of a shopping trip.

To make the information more approachable, we used custom illustrations and clear visual cues to help customers quickly understand where their dogs fit within the size range.

The goal wasn't simply to provide measurements.

It was to reduce uncertainty.

When customers felt confident in their choice, purchasing became much easier.

Illustrated Product Sizing Tags designed for The Curious Pets collar display. Designed by Logodentity™

Supporting Retail Growth With Simple Tools

The finished system helped bridge the gap between curiosity and confidence.

Customers could compare sizes more easily while shopping, reference measurements at home, and return ready to purchase the right collar for their dogs.

What started as a small customer experience challenge became an opportunity to improve the overall buying journey.

The result was fewer sizing questions, fewer returns, and a smoother experience for both customers and retailers carrying The Curious Pets products.

Illustrated Dog Collar Measurement Guide for local customers to take home. Designed by Logodentity™

Sometimes Growth Looks Like Removing Friction

Not every growth opportunity requires a new logo, website, or product line.

This brand growth case study shows that sometimes the biggest improvements come from identifying a small point of confusion and making it easier for customers to move forward.

Through the Brand Voyage™, I help businesses uncover opportunities like these and create thoughtful solutions that support both the customer experience and long-term growth.

*This project was completed in 2022 as an extension of a brand identity originally created for The Curious Pets in 2018. It remains one of my favorite examples of how strategic design can continue supporting a business long after a brand launches.