Practical design.
Thoughtful restraint.




IDENTITY & ILLUSTRATION



SCRUFFY MUTT



One dog, one red heart, and a character carried from print to products.



The Brief



This business identity began with Leo, my own dog, and a working concept for a mobile dog-goods business. The aim was to turn his expression and personality into a mark that felt warm, direct, and practical enough for print, signs, and small products.



The Design Problem



A detailed portrait would be difficult to recognize at small sizes, while an overly polished mascot would lose the irregular personality that made Leo the right starting point. The artwork also needed to reproduce economically without relying on many colors or requiring a different illustration for every application.



The Response



I reduced Leo’s face and body to bold, wet-ink shapes, keeping the black-and-white drawing loose and expressive. A single red heart became the memorable accent. The same character could then lead a business card, mug, sign, or hang tag while retaining a consistent voice.



Outcome



The study became a compact identity system rather than a single logo. Producing the coffee mug provided a useful real-world test: the linework remained clear, the red accent held attention, and Leo’s character survived the move from screen to physical object.



Jim Desrosiers



jim@jimdes.com