As creative lead, I crafted every part of Fortunate Son’s identity, from concept and strategy through illustration, copywriting, print, and Petbar, a growing self-service pet grooming store, had an existing logo and color palette, but their brand felt underdeveloped inside their retail spaces. Aside from their logo on an acrylic panel behind the desk and a disconnected service menu, there was little to tie the space to the brand personality they hoped to build. They aspired to emulate brands like Drybar and Orange Theory, known for their boutique polish, witty messaging, and consistent customer experience.

I developed a concept that reimagined the store as a more engaging, boutique-inspired environment, with social media opportunities and brand storytelling at its core. To create photo-friendly moments, I designed a neon wall featuring bubble motifs, and a mosaic installation of the Petbar logo crafted from aluminum dog tags. A dedicated merchandise wall introduced branded products—like rubber duck squeaky toys, tote bags, and shampoos—paired with a magnetic display for Polaroid snapshots of customer pets, helping foster a sense of community. The front desk was reimagined as a playful “bathtub,” complete with bubble graphics, an illustrative service menu, and bright orange shower-curtain accents that tied back to the brand’s
color palette.

In addition to the lobby experience, I proposed a series of humorous, bubble-themed graphic artworks to hang above the pet washing stations, adding personality to otherwise functional areas. On the exterior, I concepted a storefront window cling to advertise the brand’s “Scrub Club” subscription program, designed in an illustration style consistent with their logo. To top it off, I created a neon “OPEN” sign where a small bubble slowly grew into the letter O before finally “popping” into a radial burst of lines—a playful detail that brought movement and charm to the storefront.

Although this concept was not implemented, it demonstrated how Petbar could expand their identity into a warm, cohesive, and Instagrammable retail experience that balanced boutique sophistication with approachable charm.