Sector: Pet Care / Lifestyle
Location: United States
Scope: Branding, Packaging, Digital
Overview
EarPostKit is an American brand offering handcrafted, pre-made ear-posting kits that help dog owners manage the process safely and with confidence.
After fast organic growth, the founder partnered with Niccoli.Design to professionalize the brand and unify its presence across packaging, product, and web.
Challenges
Despite its growing user base, EarPostKit’s early expression leaned toward a functional, medical-like aesthetic, lacking emotional connection and lifestyle appeal.
Key challenges included:
- Shifting perception from technical/clinical to lifestyle-driven
- Designing packaging that feels premium while remaining discreet
- Creating a friendly, intuitive website experience — especially for anxious first-time users
- Establishing a youthful tone of voice appealing to a TikTok-native audience
- Building a brand system capable of supporting future product expansion
Approach
To better reflect the needs of its customers — young, style-conscious dog owners who seek a stress-free and discreet ear-posting experience — Niccoli.Design developed an identity that blends professional confidence with playful accessibility.
The visual system introduces a playful, approachable identity built around rounded type, a vibrant palette, and friendly illustrations — fun but not overly “cute”. These choices intentionally distance the brand from medical cues, framing ear posting as a positive bonding moment rather than a technical procedure.
Given the brand’s ambitions to broaden its offering (e.g., accessories like rain hoods), we designed a scalable ecosystem able to support a growing product family through consistent visuals, messaging, and packaging logic.
The tone of voice leans lighthearted and pun-driven — informative, but never intimidating — reassuring first-time users while connecting with a broader, diverse audience through social channels.
The resulting experience feels personal, welcoming, and memorable.
Outcome
The new brand system offers clarity, warmth, and cohesion.
Packaging feels stylish and discreet, the website guides users with confidence, and the storytelling makes ear posting feel joyful rather than clinical.
The identity is scalable and ready to support new accessories as the brand grows.
Deliverables: Brand identity, tone of voice, storytelling, packaging (mailer + product boxes, labels, instructions), website direction, digital templates, deck templates, stationery.