JK9®Street was both a brand strategy and a product design project. Our task was to develop the next generation of the IDC®Power dog harness – Julius-K9®’s market leading product in the EU – and reposition the JK9® brand after 25 years on the market.
During research we faced that the pet market became oversaturated with universal dog harnesses (like Julius-K9's) while customers became highly design conscious: not only expecting high-durability and great ergonomics but self expression and user experience became as important as in sport and consumer tech fields.
Defining JK9’s new product’s focus on the market our aim was to bring in a younger generation of customers and design a new, colourful, energetic, urban story about dog keeping, a reflection of such a special fellowship of humans and dogs in this intense bustling environment.
Working by rigorous focus on USP-s the JK9®Street harness was the first dog harness developed speficificly for urban use on the market at the time. That strongly influenced both designing its functions and its user experience. We developed this harness with rigorous engineering and usability focus in order to optimize its features for urban use cases and customer needs.
Before + After
JK9®Street, the next generation of Julius-K9®'s flagship dog harness, launched in 2023.
