Tuft+Paw
Customer Personae

Understand customers is one of the most important aspects of having a business. When I was brought on to the Tuft+Paw team to develop a new brand, Tuft+Paw already had a dedicated and supportive customer base.

Before any visual branding began, a comprehensive understanding into the existing customer was an important guidepost for insight.

From existing customer data, we were able to broadly shape 3 customer personae that would represent who the brand would speak to. The customer personae would help inform product decisions such as price point, scale, quality, need, materials, colour, etc. But being able to visualize the customer who would be purchasing the product, and the type of environment the products would live it, Tuft+Paw was able to make decisions that were based on fact.