Alfred & Co. is a luxurious dog daycare, based in Vancouver, offering exclusive services such as grooming, training and overnight stays. Throughout the project, it was very important to capture the essence of luxury and royalty in order to meet the target audience, dog owners who are willing to spend their money on their pet. To reflect this idea, the logo was designed as a silhouette of a Terrier which was and is still commonly owned by royalty. The design is simple and offers a minimalistic and clean layout, to continue, the monocle on the dog give the idea of first class and importance. For the brand identity, intricate patterns inspired by British Tapestry found in a royal household was used, combined with a simple yet meaningful royal blue and gold colour palette. The combination allows for a rich and elegant design.