Founded in 2003 and headquartered in Dongguan, Guangdong Province, China, Dogness leverages IoT technology to advance the intelligence of pet products, establishing a leading position in the smart collar market and becoming a renowned brand in the pet leash category.

In 2017, leveraging its superior products and efficient supporting services, Dogness leveraged the global capital market to launch a new strategic layout and innovate its business model. In December 2017, Dogness went public on the Nasdaq in the United States under the ticker symbol DOGZ.

Multi-category Layout
Building a global smart pet ecosystem and upgrading to a consumer brand.

Dogness has established a considerable influence in the pet leash market, but its existing brand image has not been systematically managed and utilized, resulting in numerous confusions and inconsistencies. This situation, in the long term, is detrimental to the brand's long-term development and product category expansion. Dingfeng Design was commissioned by the company to design a clear positioning for its brand, brand VI design, slogan definition and brand value output, and at the same time to carry out packaging planning and design and exhibition material design for each series of products under the brand. Through Dingfeng brand design, the whole case was created. At the same time, based on comprehensive consideration of the continuity and practical applicability of the brand logo, the overall conception and creation of the project was carried out according to its industry attributes, brand strategic goals, style positioning and service purpose. The brand recognition was enhanced through the design of brand symbols, which increased users' intuitive preference for "Donis", and provided a complete solution for its transformation into a consumer brand.