LuPetz
An Italian leather pet brand, launched in the US
Brand identity, a custom e-commerce site and product visuals for LuPetz, a New York pet brand. Minimalist design and Italian full-grain leather tell the product story clearly; the full relaunch went live in October 2026.
Great leather, great design —
but the website didn't show it
LuPetz collars and leashes are made from Italian full-grain leather, each finished with a natural stone. The product is solid, but a new brand facing US shoppers first has to answer one question: why should I trust you?
The old site was assembled from a generic theme and a page builder — slow to load and hard to change — and its focus had drifted to the stones, leaving the real selling points, the leather and the craftsmanship, untold.
Back to the product
let the design and leather speak
We tightened the positioning: minimalist design and Italian full-grain leather come first, and the natural stone is an accent, described only by its color, texture and origin. Visually we stripped back the decoration so product details and real wear become the focus.
Every question a shopper asks before buying is answered on the page: how to pick a size, which colors are available, what it costs and how shipping works. Clear information is what builds trust.
From design to delivery
Three core stagesWe rebuilt the brand around minimalist design and Italian leather: the logo, the black and taupe product palette, typography and photo style now follow one set of guidelines, with natural stones as the accent across three product lines — collars, leashes and zodiac charms.
A custom WordPress theme replaced the old template and page builder, launching on October 9, 2026. Product pages spell out S / M / L sizing, colors and seven natural-stone options, one price of $42, $5 US shipping, and free shipping on collar-and-leash sets.
We retouched the full product image set, re-edited the homepage video, and run ongoing Instagram, Facebook and Meta ads alongside SEO content. Ads, social and the website share one visual language, so shoppers meet the same brand wherever they arrive.
A brand that's easy to understand
and a website that's fast
With the new site, the brand, the products and how to buy them are clear in one place for the first time. The custom theme keeps pages light, and content and SEO updates are no longer limited by a template.
"We wanted to make a collar you'd happily put on your dog every day. With the new site, the leather, the craftsmanship and the sizing are finally clear at a glance. That's exactly what we wanted."
— Founder, LuPetz08 · Brand & website design
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