Para Dogs are Paradox - Branding and E-commerce UX & UI

UX-UI website app

Logo variations

Some Illustrations

2020 Paradox Ecommerce Branding

Project Overview

The project for Paradox began with a linguistic twist—an accidental slippage between the words “paradox” and “para-dogs.” This humorous and surreal collision became the foundation of a brand that doesn’t take itself too seriously, yet delivers a polished, stylish experience. The goal was to transform this unexpected name into a compelling digital brand identity that bridges the absurd and the aspirational. Drawing inspiration from streetwear culture, playful metaphors, and experimental design language, we crafted a bold ecosystem—from logotype to layout.

Client Brief

The brief was clear: capture the contradictory nature of the name while keeping the user journey smooth and purposeful. The client wanted a design that would feel alive, full of small surprises, without overwhelming functionality. The branding system needed to work across digital and physical formats—starting with the e-commerce experience and expanding into packaging, social media, and future merchandising.

Visually, the brand had to feel both iconic and irreverent. The typography mixes geometric precision with soft, balloon-like curves. Color choices leaned into stark contrasts: black and white, neon accents, and high-contrast imagery. The UX was designed to feel effortless, while the UI subtly winks at the user—sometimes literally, through animated icons and quirky hover states.

The Result

The final result is a cohesive, expressive identity that balances clarity with chaos. Every touchpoint—whether it’s the brand hero image, the mobile cart interaction, or the playful footer copy—contributes to a personality that is both strange and strangely lovable. Visitors experience a storefront that’s not only functional, but also fun.

As one of the team put it:

“If dogs could skydive and shop online, they’d probably land here.”

The Paradox identity has since served as a launchpad for product experiments, pop-up store visuals, and limited-edition apparel drops. It proves that with the right concept, even a brand born from a joke can land on all four feet.