Barker Beds Unveils Brand Refresh Rooted in Science, Love and Longevity
A renewed identity reflects Barker’s promise: “Because Your Dog Deserves Forever.”
Barker Beds, the leader in premium orthopedic dog beds, has unveiled a complete brand refresh designed to reflect its evolution from a product company to a full-fledged wellness brand for dogs. The updated visual identity and voice celebrate Barker’s founding belief: that every dog deserves the same level of care, comfort and wellness we expect for our own families.
The new Barker brand captures calm confidence, authentic warmth and scientific credibility through a refined color palette, modern typography and photography that celebrates the bond between dogs and their people. The look and tone are elevated yet approachable and anchored in Barker’s core belief that love matters and science makes it last.
“We wanted Barker to feel like what it stands for; timeless comfort backed by science, designed to give dogs more good years,” said Louisa Marvin, Director of Marketing. “This refresh isn’t just a new look; it’s an evolution of our purpose. Every choice we make, from our design to our materials to how we communicate, comes back to one promise: dogs deserve forever.”
At the heart of Barker’s transformation is a renewed focus on wellness, longevity and emotional connection. The refreshed identity brings together its clinical credibility including orthopedic designs proven to reduce pain and improve mobility with heartfelt storytelling that honors the everyday moments dogs bring to our lives.
Barker’s new positioning statement defines its vision:
For dog parents who want to give their companions the best life possible, Barker is the wellness brand that transforms rest into recovery, recovery into vitality and vitality into more years together.
The brand refresh introduces:
- A new visual system featuring the “Barker Blue” and “Sage” tones that convey calm wellness and trust.
- Refined typography for warmth and clarity.
- An evolved logo system and tagline lockup: “Because Your Dog Deserves Forever.”
- Updated photography and content celebrating real dogs, real homes and real results.
This modernized identity sets the stage for Barker’s next chapter expanding beyond beds into complementary categories that support canine comfort and longevity.
“Dogs give us their everything,” Marvin added. “This brand refresh is our way of giving a little of that back through better design, better science and a clearer voice for what they truly deserve.”
The new Barker Beds brand is now live across BarkerBeds.com and digital channels.
About Barker Beds
Founded in 2011 with a mission to enhance the well-being of dogs—especially large breeds prone to joint issues—Barker Beds designs premium orthopedic beds and wellness solutions that support every stage of a dog’s life. The thoughtfully engineered products relieve pressure on joints, promote mobility and provide restorative sleep, helping dogs live healthier, happier lives. With a focus on durability, pet-safe materials and a seamless blend of function and style, Barker Beds is committed to delivering superior comfort that fits beautifully into any home. As Barker Beds expands beyond beds to a full range of wellness-focused products, our mission remains the same: to improve the lives of dogs and the families who love them.
About Tenth Avenue Holdings
Tenth Avenue Holdings, LLC (TAH) is a privately held, diversified holding company based in New York City that operates and invests in privately and publicly held businesses. It is the parent company of Tenth Avenue Commerce, LLC (TAC). TAH was founded in 2008 to combine the founders’ close friendships with a shared desire to build an entity with enduring value. The company’s passion is for long-term value creation rooted in relationships with founders and operators. TAH’s current portfolio of private holdings and brands includes Barker Beds, Bronx Brewery, Brook & York, Caulipower, E- Garderobe, EQL by Kerrits, Eve’s Addiction, FaceVase, fromyouflowers.com, H.Bloom, Horsemen’s Pride, Jolly Pets, Kerrits, Kitty Kasas, Lula’s Garden, Oughton, PackIt, sendflowers.com, The Gift Basket Store, Under Your Skin. For more information, visit www.TenAve.com.