Lunge elevates luxury pet accessories with fashionable brand identity

US – New York-based pet accessories brand Lunge is redefining luxury pet products with its collaboration with design agency Porto Rocha. The brand, known for its premium materials and playful design, sought a visual identity that mirrors its forward-thinking ethos. Inspired by 1980s Benetton ads and early 2000s fashion editorials, the branding captures the spirit of New York dog walkers and their energetic pets.

Lunge founder Nicholas Schröder envisaged an identity that emulates the dynamic city streets, where dogs eagerly pull their owners. Porto Rocha’s customised typeface features italicised letters leaning boldly across the screen, embodying the brand’s vitality. The carefully curated colour palette of black, off-white, cornflower blue and moss green adds personality while maintaining a refined look.

Porto Rocha envisaged Lunge’s brand as timeless yet fresh, setting a new standard in the pet category. As Lunge explores unexpected designs and collaborations, this dynamic identity launch marks a significant step towards redefining pet luxury for the next generation of dog parents.

In Prestige Pets, we previously analysed how fashion brands are getting involved in the lucrative luxury pet economy as dog ownership booms and birth rates decline.