Fluffy Club
Brand Identity
Vehicle Livery
Service Design
2026
CLIENT
Nobi
TIMELINE
Dec 2024–May 2025 · 6 months
MY ROLE
Lead Brand Designer
TOOLS USED
Illustrator, InDesign, After Effects, Blender
COLLABORATORS
Hana Mori, Elise Chen, Marco Silva
01 / OVERVIEW
Project Overview
Nobi is a mobile pet grooming service that brings a calm, fully equipped salon to neighborhood streets. Ari created an airy identity that makes the experience feel clean, trustworthy, and friendly across the grooming truck, booking materials, care reports, bandanas, and product labels.
Design Brief
The founders needed the truck to work as both a functional salon and the brand’s most visible touchpoint. Ari was asked to create an identity that could be recognized at a distance, reassure pets and owners during arrival and handoff, and adapt across a moving vehicle, compact printed materials, uniforms, and take-home care.
Key insight 01: A predictable arrival and handoff ritual reduced anxiety more effectively than adding more service information.
Key insight 02: Because the truck appeared repeatedly on neighborhood routes, its silhouette and color blocking mattered more than a complex logo.
02 / PROCESS
Design Process
Ari developed a rounded wordmark and flowing line motif inspired by a freshly combed coat. A restrained palette of cream, soft mint, and charcoal keeps the identity clean, while simple animal profiles add warmth without turning the brand into a cartoon.
The truck livery uses broad color fields, a highly legible wordmark, and route markers that remain clear from across the street. The entry side organizes arrival steps, service information, and contact details into one calm sequence for owners approaching with their pets.
The supporting system includes grooming cards, illustrated care reports, bandanas, uniforms, product labels, and neighborhood launch materials. Each touchpoint repeats the same gentle curves and practical hierarchy, extending the sense of care beyond the appointment.
03 / RESULTS
Outcomes
Nobi launched with a recognizable mobile presence and a service system that made neighborhood appointments feel organized and personal. The vehicle became a moving landmark, while the care materials gave owners a clear record of each visit and an easy reason to rebook.
Reflection
Nobi showed that service branding begins before the service itself. By designing the truck, arrival ritual, and take-home details as one experience, the identity created trust through consistency rather than decoration.
