Challenge
The label needed a brand identity that could carry genuine luxury credentials across a wide range of contexts. The logo had to work at billboard scale and as a blind emboss on a 12mm collar tag — two completely different technical demands with zero tolerance for compromise.
Beyond the logo, Caja needed a website that would position the products as the premium objects they are, and print materials that could stand next to the physical product without feeling inferior. Everything had to speak to an audience that can tell the difference between craft and simulation.
Solution
We built the identity around the CAJA wordmark — a custom lettering with precise proportions engineered for both digital display and the specific challenges of leather tooling. The geometric letterforms hold their character at any scale, and the minimal mark reduces to a single embossable element for product application.
The brand palette — deep forest green, warm sage, and near-black — gives the identity a quiet luxury register without defaulting to the generic gold-and-cream codes of the category. Typography is set in Bebas Neue Pro throughout, reinforcing the brand's precise, unapologetic character.
The WordPress website puts the products first: full-bleed lifestyle photography, clean navigation, and a tone of voice as confident as the product itself. Responsive design ensures the same premium experience on mobile, where most customers first encounter the brand.
Our Services
- Logo Design: Custom wordmark engineered for maximum versatility — from digital touchpoints to leather embossing, legible at any scale
- Brand Identity: Complete visual system covering colour, typography, and layout principles for consistent brand expression
- WordPress Website: E-commerce and brand presence built to match the luxury positioning of the product
- Print Design: Business cards, letterhead, packaging, and marketing materials delivering consistent brand quality at every touchpoint
Result
A brand identity that earns the word luxury — not through decoration, but through precision and restraint. The CAJA visual system holds together across every application, from the website to the collar tag, and the website gives the products the editorial context they deserve.
Caja von Steinling launched with a complete brand ready to grow — one that sets the visual standard for premium dog accessories in the German market.
