When Higgie’s Pet Mercantile approached Grant, they were looking for more than just a logo. They needed a full brand that captured the warmth, charm, and personality of a golden retriever’s welcome—something that felt familiar, friendly, and full of heart. Inspired by Hygeia, the Greek goddess of health and hygiene, the team at Grant developed the name “Higgie’s,” a playful and approachable moniker that hints at both wellness and the affectionate nicknames we give our pets.
With the name in place, Grant created a visual identity that balances vintage familiarity with modern clarity. Drawing from classic Italian grocery stores and neighborhood restaurants, the brand evokes a sense of nostalgia while feeling fresh and relevant. The palette, typography, and layout choices were all crafted to reflect warmth, quality, and everyday joy. Playful, hand-drawn illustrations—featuring subtle nods to Hygeia’s iconic snake—add character and depth, reinforcing the brand’s health-first point of view.
To bring the brand into the real world, Grant designed and developed a custom Shopify website, built out digital and social assets, created storefront signage, and produced a line of merch that pet parents would actually want to wear. In-house lifestyle and still-life photography completed the system, adding consistency and charm across every channel. The result is a thoughtful, personality-packed brand that feels like home for pet lovers—and a business ready to build lasting relationships with its community.