Branding and illustrated pattern design for House of Hugo, a bold, design-led dog accessories brand known for its playful, personality-filled aesthetic. The brand identity and packaging were created at launch, followed by ongoing illustrated pattern design across multiple seasons.

Working closely with founder Phoebe, each pattern begins with an outline creative brief and is translated into hand-drawn motifs, developed into cohesive repeat patterns for print across collars, leads, harnesses, and accessories. The resulting designs are vibrant, distinctive, and unmistakably on-brand. One of the signature designs, the Dallas pattern, was featured in a Not On The High Street campaign, highlighting the commercial success of the pattern work.

houseofhugo.co.uk @houseofhugoco