TORONTO—Archerfish Studio has designed the identity and promotional materials for Fetching, a combination obedience training/dog and owner workout facility in the Beaches area of Toronto. Partner and creative director Jennifer Mercer says Archerfish got involved with the company because of the creativity behind the business. “It’s the kind of project we’ve been looking for and would like to do more of,” she says. “Being entrepreneurs ourselves, we’re inspired by them.”



Archerfish worked with Fetching to create the tagline "For fit dogs and bods" and created dog testimonials for the promotional materials. “We took a lot of inspiration from the name Fetching,” says Mercer. “The idea that the dogs themselves care about their appearance as well; personifying them.”

Illustrations for the project were done by Toronto-based illustrator Ben Weeks, says Mercer. “The illustrations are playful but elegant at the same time, which is what the Fetching team wanted." A modified slab serif was used as the main logo font, which lends a combination of playfulness and athleticism to the art, says Mercer. “The colours used are very whimsical, bringing life to the brand and giving it energy.” Contact: Archerfishstudio.com