Coda Magica

Overview

Coda Magica is a premium canine services ecosystem based in Cesena, Italy. Originally conceived as "Dogwarts", the project required a strategic pivot to avoid market saturation and potential trademark conflicts. I transformed the concept into "Coda Magica", a magic and fantasy-themed universe for dogs, offering everything from luxury boarding to specialized events and high-end canine styling.

Main Goal

The challenge was to attract a local high-net-worth audience: pet owners who consider their dogs as family members and value exclusivity.

The objective was to move away from a generic parody to create a unique and elegant magic universe, designing a visual identity that felt boutique, sophisticated, and with a high level of professionalism suitable for an exclusive dog care service.

The Brand Hero: Lumix the Lundehund

At the heart of the visual identity is Lumix, a mascot based on the legendary Norwegian Lundehund hunting dog (famous for its unique physical features, such as having six toes on each paw).

I designed Lumix peeking through a circular magic portal. This element acts as the entry point of the brand, inviting clients to leave the ordinary world behind and step into Coda Magica's magical space.

Physical Ecosystem

Since the initial launch focused on local proximity marketing and exclusive local networking, I developed a complete line of physical print applications:

Strategic Conclusions

Phase 1 (Brand strategy and physical identity) has been successfully completed, establishing a strong local presence and a highly recognizable visual DNA. Coda Magica is ready for the market, with style guidelines and assets prepared for Phase 2: digital expansion and the design of its interactive web platform.