Hearth & Lily
Breeders of fine Australian Labradoodles, H&L's mission is to breed, nurture, and train the ideal family dog for the best possible transition to a new home. Located between Utah's majestic Wasatch mountains to the East and Oquirrh mountains to the West, Hearth & Lily's breeding environment is ideal.
Competition in the breeding industry is intense, and it was critical that they correctly represent their values and win trust early. I helped them establish credibility in their new endeavor by clarifying their brand strategy and developing a name and trademark anyone would want to take home.
The Hearth & Lily identity speaks to mothers and homemakers. Not only are these dogs cute as can be, they are known to be consistently well-behaved—particularly around children—hypoallergenic, clean, calm, and healthy. The name and logo combine two important ideas. The hearth, a symbol of home, and the gathering place for memories, laughter, serenity, and love. That's where you'll find the family dog. And the lily, a reference to the founders' home state of Utah, where the state flower is the Sego Lily.
