CB2
CASE STUDY
Pet Furnishings Concept & Teaser Campaign
THE CHALLENGE
How could CB2, a leader in home furnishings, tap into the multi-billion-dollar pet furniture market while extending its design language with products that feel inherently CB2?
Concept pitch with spec-ready products and launch teaser.
THE SOLUTION
I developed TURF—a behavior-driven concept aligned with CB2 interiors—to explore the brand’s entry into the pet category.
The presentation included spec-ready products with dimensions and CMF, a SKU plan, and a teaser video that built anticipation, narrated in CB2’s editorial voice.
Because the collection remains proprietary, individual product visuals are intentionally withheld.
CONCEPT DEVELOPMENT
TRANSLATING BEHAVIORS INTO FORM
The TURF collection defined three distinct looks—DOVETAIL, LEAN IN, and NEST—each rooted in core pet behaviors and aligned with CB2’s sculptural design language.
Form language, abstracted: the visuals here serve as previews—deliberate hints of structure. Each piece was created to meet pet needs and behaviors while reflecting CB2’s form-driven aesthetic.
DOVETAIL
Interlocking, reconfigurable structures designed to expand ecosystems, keep pets engaged, give pet lovers the enjoyment and utility of reconfiguring components, and support add-on sales. *
LEAN IN
Angled, sculptural pieces designed to encourage climbing, scratching, or resting—matching natural animal behavior. *
NEST
Structures paired with soft, inviting materials—designed to cradle, comfort, and cocoon. *
* Final form and detailing withheld to preserve proprietary concept.
The products in this collection were not shrunken imitations of human-scale furniture; they were designed around pet behavior, furniture-grade products that would extend CB2’s design brand into the pet category without sacrificing aesthetic integrity.
Design specifications—dimensions and CMF—were created for six products to launch in store: two dog beds, two cat scratchers, and two cat beds. Additional concepts were roughed out for online sale, including collars, bowls, and modular cat trees—intended for efficient e-commerce fulfillment.
COLLECTION DRIVERS
Behavior-first: Focused on pet needs and pet-parent routines at home.
Seamless interiors: Furniture-grade construction and CMF true to CB2.
Built for scaling: Modularity and flat-pack for shipping efficiency and add-on sales.
STRATEGIC APPROACH
Embodying CB2’s core design codes—sculptural form, material richness, and editorial curation—TURF offered a harmonious fit within CB2 interiors and the lifestyles of their pet-loving customers.
The teaser leveraged mood, pacing, and familiar visual cues to build anticipation for a cohesive and elevated pet line.
KEY INSIGHT
TURF identified a clear gap in the market: pet furnishings designed with the same aesthetic sophistication demanded by style-conscious consumers.
VALUE PROPOSITION
TURF reimagined pet products as a seamless extension of CB2 interiors—sculptural, intentional, and fully integrated into the home.
For customers, it offered a way to indulge their pets without compromising style. For the trade, it delivered spec-ready products that balanced aesthetics with function—simplifying sourcing while elevating results.
OUTCOME & IMPACT
The TURF concept was presented to CB2 senior leadership and commended for its strategic clarity, visual sophistication, and alignment with the brand’s design language.
Though CB2 did not pursue the category, the work revealed a brand-right growth path in the design-forward pet market—reflecting my approach: identifying white space, aligning to core identity, and delivering production-ready concepts that scale.