Modern dog grooming essentials for the modern dog owner.

Julia Blackwell was a professional doodle breeder and long-time dog owner who saw a gap in the market for at-home grooming tools and resources that could empower dog owners to care for their pups in a way that felt authentic to who they are. She created Pupwell with the intention of designing an elevated line of beautiful dog care essentials for the modern dog owner. Empatico teamed up with her to help refine Pupwell’s packaging and translate the brand story to the unboxing experience.