Charlo: A Brand, Online Store and Launch Content Built With Its Founder
Our work for Charlo
Charlo makes minimalist clothing for dogs and their owners. From September 2025 to August 2026, we worked with its founder on the brand, packaging, website, email flows, photography and social content. The engagement covered 123 tracked pieces of work, with 116 delivered and the files, store and email tools handed over for the brand to use.
The Founder Involved Throughout
From September 2025, Charlo’s founder took part in the decisions shaping the brand. We shared work early, explained the next steps and kept the schedule clear, so she could see how the pieces were developing together.
123 Tracked Pieces of Work
Brand, packaging, website, email flows, launch campaigns, social design and photography made up 123 tracked pieces of work. We delivered 116 over the year.
Files and Tools Ready for Handover
By August 2026, Charlo had its brand and Figma files, packaging, a working store, live Klaviyo flows and templates, and its own photography library. Those were the materials and tools the founder could continue using after the engagement.
Branding and Ecommerce for Charlo
Charlo is a Vancouver apparel brand making French terry hoodies and jackets for dogs and their owners. The founder-led business needed an identity for everyday city walks, plus the materials to carry it from a clothing label to an online order in a crowded direct-to-consumer market.
Working With the Founder
Lia Psomiadis wanted to be involved in building the brand behind her business. We made that part of the working process: show designs while they were developing, explain what was coming next and bring Lia into the decisions. The relationship gave her a clear view of the work across the brand, store and launch materials.
An Identity That Carries Onto the Product
We designed a soft lowercase wordmark, a black-and-cream palette and a two-bar mark small enough for a care label. The identity carries through hang tags, packaging and the website, so customers meet the same brand on the product and online. Charlo’s tag line captures the intention: “Timeless designs, built to last.”
Photographing the Clothes on Real Walks
Our photographer shot dogs wearing Charlo hoodies on Vancouver streets, waterfronts and patios, with their owners nearby in the frame. The images gave Charlo its own library for launch emails, the website and social media, showing the products in the settings where customers would actually use them.
The Store and Its Follow-Up Emails
We built Charlo’s website and continued improving it during the engagement. In Klaviyo, we set up email flows starting with the welcome sequence for new subscribers. Launch campaigns used the same photography and visual direction as the site, connecting the shop with the emails people received.
Charlo
When you guys said ‘we’ve got you’ in those first meetings, I felt it along the way the whole time. It wasn’t a lie.
The Work We Delivered
- Brand identity, including the wordmark, mark, colours and typography.
- Packaging covering hang tags, care labels and boxes.
- Website development and improvements through the year.
- Email through Klaviyo flows and launch campaigns.
- Photography and social with real dogs and brand-specific design.
One Identity Across the Launch
The engagement gave Charlo connected materials for the product, store and marketing, developed with the founder throughout. Read about our branding and email marketing, our work with e-commerce brands, or explore more of our work.
Project FAQs
What did Setsail do for Charlo?
Between September 2025 and August 2026, we developed Charlo’s brand identity, packaging and website, set up Klaviyo flows and launch emails, and produced photography and social content. The engagement ended with the files and working tools handed over.
How involved is the founder in a brand project?
Charlo’s founder was involved in every decision. We shared developing work and next steps regularly. Her feedback informed the brand and launch materials.
Do you design packaging and labels as well as the brand?
Yes. For Charlo, hang tags, care labels and packaging were designed alongside the wordmark and visual identity. That let the same brand carry through the clothing, the box and the online store.
Do you photograph products with real customers?
Yes. We photographed real dogs wearing Charlo hoodies on Vancouver streets and other local settings. The shoot supplied an image library for web, email and social, showing the clothes on actual walks.
Do we own our brand files?
Charlo received the full brand, Figma files, Klaviyo flows and templates as part of its handover. Those materials were ready for the founder to use after the engagement, alongside the store and photography library.
