The Helen Penny Brand

I founded and developed a design-led pet lifestyle brand from the ground up. What began as a product idea evolved into a fully realised e-commerce business encompassing product development, branding, photography, marketing and customer experience.

At the heart of the brand was a focus on identifying customer needs and translating them into thoughtful, design-led products. I developed a range of personalised pet portrait cushions, designed as meaningful keepsakes, which also became popular as pet memorial pieces due to their tactile nature.

Alongside this, I created an innovative collection of dog neckties that combined the function of a collar with the comfort of a soft bandana. Designed for everyday wear in the home, they allowed dogs to keep their identification tags attached while offering a more comfortable alternative to traditional collars.

As founder, I led every aspect of the business, from product design and branding to photography, website design and marketing. Through a combination of customer insight, design thinking and visual storytelling, I built a recognised independent brand that generated repeat sales, industry recognition and long-term retail partnerships.