Moji

The brief

Berlin has over 126,000 registered dogs and the number keeps growing — but most pet hotels look either clinical or cutesy. Moji is a concept for a pet hotel that feels contemporary, stylish, and warm. The branding needed to balance premium with playful, the kind of place you’d actually trust with your dog and not feel embarrassed handing someone the business card.

I developed the visual identity and a set of illustrations that carry the brand’s personality. The tone is joyful without being childish — modern enough to sit alongside Berlin’s design-conscious hospitality scene, approachable enough that you immediately get what it is.

Outcome

Self-initiated concept — brand identity and illustration system.