When Fritz Gifts needed to put a memorable new face on their retail store and their budding e-commerce business, a fun and memorable character was introduced to carry the company forward.

The store and online presence were handled as separate entities, so the "gift store" persona was emphasized in the bold, red store logo used for local promotions and store business materials. This logo needed to be easily reproduced in a variety of mediums from silkscreen to vinyl to newsprint - so bold lines and clean, iconic symbols were used to maintain image fidelity.

The "Fritz" dog character was used to represent the more modern online pesence of the store. Rendered in various guises, Fritz the Dog addresed different aspects of the web retail experience. His personality was designed to put online shoppers at ease and present a playful, consistent face to customers.