The Petite Pup by MonChien: Brand & Social
We launched MonChien, a premium, French-inspired brand for LA’s design-savvy dog owners and built the world's first smart dog home, The Petite Pup. I led end-to-end creative (identity, page, video, ads, social).
YEAR
2018-20
PROJECT ROLE
Head of Brand & Social
COMPANY
MonChien
TL;DR
We set out to introduce The Petite Pup, the world’s first smart dog crate, and build a premium, design-first pet-lifestyle brand for Los Angeles dog owners who value function and form.
We set out to introduce The Petite Pup, the world’s first smart dog crate, and build a premium, design-first pet-lifestyle brand for Los Angeles dog owners who value function and form.
We set out to introduce The Petite Pup, the world’s first smart dog crate, and build a premium, design-first pet-lifestyle brand for Los Angeles dog owners who value function and form.
We crafted a clean, minimal, French-inspired brand for MonCien to signal luxury and position the smart dog home as furniture our audience would want in their space.
We crafted a clean, minimal, French-inspired brand for MonCien to signal luxury and position the smart dog home as furniture our audience would want in their space.
We crafted a clean, minimal, French-inspired brand for MonCien to signal luxury and position the smart dog home as furniture our audience would want in their space.
As Head of Brand & Social, I led end-to-end creative: visual identity and messaging, art direction, campaign/landing pages, and the social content engine.
As Head of Brand & Social, I led end-to-end creative: visual identity and messaging, art direction, campaign/landing pages, and the social content engine.
As Head of Brand & Social, I led end-to-end creative: visual identity and messaging, art direction, campaign/landing pages, and the social content engine.
Ultimately, our small, bootstrapped team faced a lot of external and internal challenges (including tight timelines, being new to the crowdfunding format, and launching into a tough window) that resulted in an underfunded campaign.
Ultimately, our small, bootstrapped team faced a lot of external and internal challenges (including tight timelines, being new to the crowdfunding format, and launching into a tough window) that resulted in an underfunded campaign.
Ultimately, our small, bootstrapped team faced a lot of external and internal challenges (including tight timelines, being new to the crowdfunding format, and launching into a tough window) that resulted in an underfunded campaign.
However, we were able to achieve:
However, we were able to achieve:
However, we were able to achieve:
a cohesive brand identity,
a cohesive brand identity,
a cohesive brand identity,
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
early community traction,
early community traction,
early community traction,
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
However, we were able to achieve:
However, we were able to achieve:
However, we were able to achieve:
a cohesive brand identity,
a cohesive brand identity,
a cohesive brand identity,
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
early community traction,
early community traction,
early community traction,
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
However, we were able to achieve:
However, we were able to achieve:
However, we were able to achieve:
a cohesive brand identity,
a cohesive brand identity,
a cohesive brand identity,
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
early community traction,
early community traction,
early community traction,
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
However, we were able to achieve:
However, we were able to achieve:
However, we were able to achieve:
a cohesive brand identity,
a cohesive brand identity,
a cohesive brand identity,
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
early community traction,
early community traction,
early community traction,
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
However, we were able to achieve:
However, we were able to achieve:
However, we were able to achieve:
a cohesive brand identity,
a cohesive brand identity,
a cohesive brand identity,
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
full launch kit shipped (photoshoots, landing pages, videos, ads, social kits),
early community traction,
early community traction,
early community traction,
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
and clear learnings on what to do differently next time.
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#F9E0E4
#EDEDED
#F8F8F8
Strategic Decisions
Hover over each card for the rationale behind these tactics.
Click on each card for the rationale behind these tactics.
Click on each card for the rationale behind these tactics.
Luxury Positioning
Present The Petite Pup as furniture, not a gadget. Use clean layouts, refined typography, restrained motion.
Why?
Match high-ticket expectations and reduce price friction.
Luxury Positioning
Present The Petite Pup as furniture, not a gadget. Use clean layouts, refined typography, restrained motion.
Why?
Match high-ticket expectations and reduce price friction.
Luxury Positioning
Present The Petite Pup as furniture, not a gadget. Use clean layouts, refined typography, restrained motion.
Why?
Match high-ticket expectations and reduce price friction.
French Identity
Name and micro-copy with subtle French cues. Neutrals/pastels with a pink accent for a signature look.
Why?
Distinctiveness and immediate premium signal.
French Identity
Name and micro-copy with subtle French cues. Neutrals/pastels with a pink accent for a signature look.
Why?
Distinctiveness and immediate premium signal.
French Identity
Name and micro-copy with subtle French cues. Neutrals/pastels with a pink accent for a signature look.
Why?
Distinctiveness and immediate premium signal.
Hero Visuals
Consistent art direction using one high-focus hero image per asset with generous negative space.
Why?
Signals design-focus and encourages scroll stopping.
Hero Visuals
Consistent art direction using one high-focus hero image per asset with generous negative space.
Why?
Signals design-focus and encourages scroll stopping.
Luxury Positioning
Present The Petite Pup as furniture, not a gadget. Use clean layouts, refined typography, restrained motion.
Why?
Match high-ticket expectations and reduce price friction.
French Identity
Name and micro-copy with subtle French cues. Neutrals/pastels with a pink accent for a signature look.
Why?
Distinctiveness and immediate premium signal.
Hero Visuals
Consistent art direction using one high-focus hero image per asset with generous negative space.
Why?
Signals design-focus and encourages scroll stopping.
Hero Visuals
Consistent art direction using one high-focus hero image per asset with generous negative space.
Why?
Signals design-focus and encourages scroll stopping.
Home Context
Shoot in elevated interiors with small/medium dogs. Show scale, finishes, and placement.
Why?
Helps people picture it in their home and increases desire.
Home Context
Shoot in elevated interiors with small/medium dogs. Show scale, finishes, and placement.
Why?
Helps people picture it in their home and increases desire.
Home Context
Shoot in elevated interiors with small/medium dogs. Show scale, finishes, and placement.
Why?
Helps people picture it in their home and increases desire.
Home Context
Shoot in elevated interiors with small/medium dogs. Show scale, finishes, and placement.
Why?
Helps people picture it in their home and increases desire.
Premium CTAs
e.g. “Reserve your Petite Pup” vs "Buy now" or "Get discount", "Discover the details" or “See it at home” vs "Learn more".
Why?
Preserves brand equity and aligns with luxury norms.
Premium CTAs
e.g. “Reserve your Petite Pup” vs "Buy now" or "Get discount", "Discover the details" or “See it at home” vs "Learn more".
Why?
Preserves brand equity and aligns with luxury norms.
Premium CTAs
e.g. “Reserve your Petite Pup” vs "Buy now" or "Get discount", "Discover the details" or “See it at home” vs "Learn more".
Why?
Preserves brand equity and aligns with luxury norms.
Channel Focus
Prioritize Instagram & Pinterest for aesthetic discovery. Leverage video, carousels, and short motion.
Why?
Audience fit and visual shopping behavior.
Channel Focus
Prioritize Instagram & Pinterest for aesthetic discovery. Leverage video, carousels, and short motion.
Why?
Audience fit and visual shopping behavior.
Channel Focus
Prioritize Instagram & Pinterest for aesthetic discovery. Leverage video, carousels, and short motion.
Why?
Audience fit and visual shopping behavior.
My Toolkit
In Their Words
Souheil Boumelhem
Founder & CEO @ MonChien
Give Najwa a vision and she’ll build the system around it. She created the templates, shoots, and page structure that let a small team move like a big one, and she shipped a cohesive launch across multiple channels.
2020 was chaotic, but she stayed steady, solved problems creatively, and shipped the full launch under real constraints. I’d work with her again in a heartbeat.
Souheil Boumelhem
Founder & CEO @ MonChien
Give Najwa a vision and she’ll build the system around it. She created the templates, shoots, and page structure that let a small team move like a big one, and she shipped a cohesive launch across multiple channels.
2020 was chaotic, but she stayed steady, solved problems creatively, and shipped the full launch under real constraints. I’d work with her again in a heartbeat.
Souheil Boumelhem
Founder & CEO @ MonChien
Give Najwa a vision and she’ll build the system around it. She created the templates, shoots, and page structure that let a small team move like a big one, and she shipped a cohesive launch across multiple channels.
2020 was chaotic, but she stayed steady, solved problems creatively, and shipped the full launch under real constraints. I’d work with her again in a heartbeat.
The Campaign
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The Petite Pup: An Intelligent Dog Crate
Everything you need to support a safe, cozy, and effortless petship.
Mon Chien
1 Campaign | Los Angeles, United States
$8,256
USD by 25 backers
Story
FAQ
Updates
4
Comments
14
Looking for more information? Check the project FAQ
Let us know if you think this campaign contains prohibited content.
Choose your Perk
The Petite Pup
$399
USD
$798 (50% off)
Get 50% off The Petite Pup and Free US Shipping! This offer is only open to the first 399 orders.
Included Items
● The Petite Pup
● Tattoo our prototype
● Founder's Card
Estimated Shipping
Original: January 2021
Current: December 2020
255 out of 399 claimed
Ships to United States of America, Canada.
Mark Our Prototype
$5
USD
Thank you so much for your support! As a small way to celebrate your contribution, we'll tattoo your pup's name on our earliest prototype. We will send out a photo of the result in an e-mail soon after the campaign.
Included Items
● Tattoo our prototype
Estimated Shipping
Current: September 2020
98 out of 100 claimed
Founder's Card
$49
USD
Thank you for believing in us! We'll make sure you're always treated with special care and consideration. You will receive the card in the mail soon after the campaign. (Read more about the Founder's Card below)
Included Items
● Founder's Card
Estimated Shipping
Current: September 2020
23 out of 100 claimed
Ships worldwide.
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© 2020 Indiegogo, Inc. All Rights Reserved
Explore
What We Do
For Entrepreneurs
Start a Campaign
Log In
Sign Up
Follow
Funding
The Petite Pup: An Intelligent Dog Crate
Everything you need to support a safe, cozy, and effortless petship.
Mon Chien
1 Campaign | Los Angeles, United States
$8,256
USD by 25 backers
Story
FAQ
Updates
4
Comments
14
Looking for more information? Check the project FAQ
Let us know if you think this campaign contains prohibited content.
Choose your Perk
The Petite Pup
$399
USD
$798 (50% off)
Get 50% off The Petite Pup and Free US Shipping! This offer is only open to the first 399 orders.
Included Items
● The Petite Pup
● Tattoo our prototype
● Founder's Card
Estimated Shipping
Original: January 2021
Current: December 2020
255 out of 399 claimed
Ships to United States of America, Canada.
Mark Our Prototype
$5
USD
Thank you so much for your support! As a small way to celebrate your contribution, we'll tattoo your pup's name on our earliest prototype. We will send out a photo of the result in an e-mail soon after the campaign.
Included Items
● Tattoo our prototype
Estimated Shipping
Current: September 2020
98 out of 100 claimed
Founder's Card
$49
USD
Thank you for believing in us! We'll make sure you're always treated with special care and consideration. You will receive the card in the mail soon after the campaign. (Read more about the Founder's Card below)
Included Items
● Founder's Card
Estimated Shipping
Current: September 2020
23 out of 100 claimed
Ships worldwide.
Explore
What We Do
Funding
GoFundMe
About
About Us
Blog
Trust & Safety
Help & Support
Press
Careers
Contact
Entrepreneurs
How It Works
Indiegogo vs. Kickstarter
Education Center
Experts Directory
Fees
Enterprise
China
Sign Me Up
Find it first on Indiegogo
Discover new and clever products in the Indiegogo newsletter
I agree to the Terms and have read and understand the Privacy Policy
Select Currency
Terms of Use
Privacy Policy
Cookie Policy
Do Not Sell My Personal Information
© 2020 Indiegogo, Inc. All Rights Reserved