FetchUp
FetchUp transforms ocean waste into playful, sustainable dog toys. Designed with purpose, made for joy.
FetchUp is a case study that explores how sustainability and style can come together to create a modern, design-driven brand. Inspired by recycled materials and urban lifestyles, it redefines what eco-friendly can look and feel like.
From concept to packaging, every detail of FetchUp reflects its mission—turning waste into meaningful products without compromising design. This project highlights the power of purposeful branding and the role thoughtful design plays in building impact-driven businesses.
Design Elements
Brand Concept
Visual Identity
Packaging Design
Brand Experiences
Exploration
Eco Collaborations
Innovative Materials
Stylescape & Process Notes
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FetchUp is a personal project where we explored how upcycled materials can become stylish, playful, and modern—proving that eco-friendly branding can feel fresh, bold, and exciting.
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Inspired by pioneers like Freitag Bags, we set out to create a brand that redefines sustainability through a contemporary lens. We wanted to break away from the overused styles seen in eco products and instead bring a sharp, urban edge to the visual language.
The stylescape reflects this vision.
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It pairs a bold color palette—black, white, sky blue, lime yellow, and moss green—to show that eco-friendly can still be energetic and fresh. Typography combines clean, geometric sans-serifs with dynamic accents for a purposeful yet playful tone. The imagery highlights FetchUp’s customer: stylish, active urban pet parents living vibrant, fast-paced lives in the city.
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This process allowed us to craft a modern, aspirational identity that blends sustainability with joy and innovation, creating a brand that truly stands out.
Packaging
& Sustainability Story
FetchUp’s packaging brings an unexpected, premium design to an eco brand. The clean cutout offers a glimpse of the product, inviting curiosity, while the embossed details create a tactile experience. Subtle, yet purposeful, it reflects the journey of the product itself. Scan the QR code to discover the process—from recovered waste to something worth playing with.
Brand Experiences
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From Process to Play: A Social Media Dream
FetchUp’s story is made for sharing.
On social media, we showcase everything: the production process — from waste recovery to creation — the products in action, and the mission-driven collaboration with The OceanCleanUp.
Authentic, engaging, and transparent, it’s content that inspires clicks, shares, and creates real connections.
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Big City Play: Live Contests That Bring Joy
We’re turning big city parks into FetchUp playgrounds. Live contest events—like best frisbee catch or urban fetch runs—celebrate dogs, their humans, and our sustainable mission.
With pop-up vendors, food trucks, and dog-friendly brands, these events create community, fun, and brand buzz.
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FetchUp in Dog Daycares: Word of Mouth on Speed
We’re taking FetchUp straight to the dogs—literally. By partnering with dog daycares, trainers, and local playgroups, FetchUp toys get tested, loved, and recommended in all the right places.
It’s hands-on (or paws-on) product placement that drives trust, excitement, and organic word of mouth.