We create elegant furniture, using environmentally friendly resources, for sophisticated pet owners who want to meet the needs of their pets without sacrificing the decor of their homes (e.g. beautiful furniture that conceals its utilitarian purpose of being a litter box or a scratching post). We want to be seen first as a furniture company - a lifestyle brand that caters to an urban audience - and second as a pet-related company. The furniture will consist primarily of urban-rustic wood pieces that have additional, pet-related functionality. The pet functionalities are designed to make owning a pet - and cleaning up after them - as seamless and painless as possible.
Target audience: urban, style-conscious, pet owners with disposable income who care about home decor and the environment.
Aquas: Empathy, compassion, clarity and precision.
Dark neutrals: Formality, mystery, exclusivity and luxury.
Greens: Growth, harmony and success.
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Diseño de inspiración
Although the products are specific to the pet industry, mooch & bean is looking for an elegant, sophisticated, yet hip and cool look that aligns closer to a furniture company than to a pet company. We want to stay far away from the cutesy style that typifies most pet products.