The Finnish dog shop Haukkula marked its move to Vantaa and a change of ownership with a brand update. The management changes led to a complete overhaul of the visual identity and signaled new ambitions for the company in the pet supplies market.
The logo was developed by the Helsinki-based studio 358, drawing on market analysis and a fresh view of the category. The previous mark appeared friendly but conveyed fatigue. The oversized word “koiratarvike,” meaning “dog supplies,” and the paw icon felt outdated. The playful typeface had potential but, without refinement, lost relevance.
The new version turned out bold and eye-catching. Attention is drawn to the unusual shape of the letter H in the name Haukkula. Only after a brief pause does the silhouette of a dog become visible inside the form, as if it tipped the letter over in a burst of emotion. Dog owners know this image well from the everyday mess that comes with their pets’ active lives. The RuckSack typeface, strict and restrained, contrasts with the energy embedded in the dog symbol.
The overall brand style is built on saturated colors. Mint, purple, and blue are used, supported by black and white. Packaging introduces the texture of kraft paper, creating a sense of warmth and comfort. Dog illustrations drawn with thick black lines continue the contrast play. Using a single typeface across all applications may seem monotonous, and a bit of variety could help. Still, for a compact shop, this consistency makes it easier to roll out the new style across all touchpoints.
Despite a short history of only about a year, Haukkula has secured a solid position among competitors. The shop’s founder, Elisa, realized a long-held dream driven by her love for dogs. In the summer of 2024, the business was sold to Maria. Maria’s personal experience informed Haukkula’s product development, product range expansion, and product quality improvement.
The updated image of Haukkula shows that an honest and open dialogue is possible in the pet products category. The brand maintains a light, engaging tone, and the shop leaves a lasting impression on first encounter with the new brand.
