Kinship Labs wanted to build a brand focused on dachshunds, related pet care and lifestyle products, while also fostering a community with a passion for dachshunds. New York-based design studio ThoughtMatter centered the brand identity around the idea of the lovable misfit and played up the loving relationship between dog and owner. They coined the brand name Witzig – German for witty – in a nod to the dachshund’s intelligence and origin. The unusual typeface reflects the weirdness of the dachshund and its shape without sacrificing legibility. This silhouette can be extracted for use in illustrations, merchandise and social media. A vibrant color palette invites unusual but engaging color combinations. And custom illustrations reflect eccentricity and playfulness, but also the brand’s knowledge and integrity.