Mister Loyal
New Zealand • Pet Homeware / E-commerce
A strategic brand identity and E-commerce launch for a new-to-market pet homeware brand - creating an entirely new category where functional pet storage became a design object for the home.
PROJECT SCOPE
Brand Strategy
Brand Identity
Packaging Design
Social Media
Shopify Website Art Direction
Unboxing Experience
COLLABORATORS
Photography + Styling: Olivia Atkinson oliviaatkinson.com
Product Designer: Amy Montgomery at Montgomery Studio
WHERE THEY WERE
Founder Meiken had identified something surprisingly obvious: people were happy to invest in beautiful kitchens and carefully curated homes, yet pet food storage hadn't evolved in decades.
The products already existed. The opportunity was to create a brand that made stylish pet homeware feel not only possible - but desirable.
WHAT WE FOUND AND HOW WE THOUGHT
This wasn't really about pets - It was about people who care deeply about how their homes look and feel.
We positioned Mister Loyal at the intersection of function and design - creating practical products worthy of a place on the kitchen bench, with a brand that felt considered, calm and quietly premium.
That positioning became the lens for every decision that followed.
We also looked beyond the initial e-commerce brief, recognising the potential for Mister Loyal to sit within the wider homewares and design retail space. That thinking informed the importance of packaging that could work as confidently on a retail shelf as it did arriving at someone's door.
WHAT WE MADE
A complete brand ecosystem spanning identity, packaging, Shopify eCommerce, photography direction, shipping materials and the unboxing experience.
Every touchpoint was designed to feel intentional - so buying a storage container felt less like purchasing a pet product, and more like welcoming a beautifully designed object into your home.
The visual identity, product colour direction, packaging and digital experience were developed as one coherent system, giving a new product category a distinctive and recognisable point of view.
WHAT CHANGED
Retailers kept saying the same thing: “We haven't seen this level of innovation or aesthetic in this category before.”Within 6 months of launch, Mister Loyal had entered the New Zealand and Australian retail market, earned the 2025 Food Storage Product of the Year award.
The early response suggests there is appetite for a more design-led approach to pet homeware. From retail interest and product recognition to growing media attention, Mister Loyal is beginning to establish itself as a brand with a distinctive place in the market.
Perhaps the biggest success?
Customers talk about Mister Loyal as a brand, not simply a product range.
This project was delivered as a full brand strategy engagement through The Grounded and Groundbreaking Framework.
LUXURY
“Incredibly practical but also genuinely beautiful, which is rare in the pet space. The design has clearly been thought through at every level."
Jett The Cocker, SydneyINNOVATION
"Stylish pet homeware? Never been a thing. Until now."
KP, WellingtonATTENTION TO DETAIL
“Absolutely loving our new Mister Loyal travel bowl. The design is bang on - sleek, stylish, and totally gorgeous. The packaging is beautiful!'“
Fee, Sydney
"What came out of working with Farmers Daughter wasn't just a logo and brand colours. It was a brand strategy - and that strategy has become the cornerstone of everything Mister Loyal does. It guides our packaging, our products and how we speak to retailers. Becks helped us articulate our position in a category that hadn't changed in years, then build everything around it."
Meiken – Founder, Mister Loyal