Luwello wins top prize on Project Pitch It for eco-conscious dog gear

Milwaukee-based startup Luwello is on a mission to make it easier for dog lovers to bring their pups along for everyday adventures — and they’re doing it with thoughtful, U.S.-made gear that caught the attention of the judges on Season 9 of Project Pitch It.

Founded by Jennifer Logemann, Luwello went to market in February 2024 with a line of hands-free leashes, adjustable collars, a travel dish, and a portable settle mat — products designed for people who want their dogs with them at the post office, the coffee shop, farmers markets.

“Our target market is people who like to take their dogs with them everywhere,” said Logemann. “I want to simplify that experience while keeping things eco-conscious and long-lasting.”

Luwello’s products are made in the United States. The travel dish and settle mat, which are made from recycled materials, are produced in the Midwest. The collars and leashes are manufactured in New Jersey. Ten percent of the company’s proceeds go toward canine cancer research, a cause close to Logemann’s heart.

Her dog Max, who passed away in 2023 from hemangiosarcoma, inspired her to support efforts in early detection and treatment. “They don’t have the technology for dogs like they do for humans,” Logemann said. “Your vet may not even know what’s out there in terms of new options. I want to help educate people and fund the research that gives our pets a better shot.”

That dual mission of simplifying pet parenting and advancing canine health resonated with the Project Pitch It panel, which awarded Luwello the top prize: $10,000, mentoring, and strategic business support. Logemann said the exposure has already created new opportunities — from local trainers incorporating the settle mat into their programs, to meaningful networking connections with others in the pet care space.

Among them: Jerry Jendusa, one of the show’s moguls and a lead investor in Ardent Animal Health, which conducts cutting-edge canine cancer research. “Connecting with Jerry has been amazing,” said Logemann. “It opened new doors for collaboration and awareness.”

While all of the products have been met with enthusiasm by consumers, the settle mat, which gives dogs a defined place to rest when out in public, has quickly become a customer favorite.

“It’s a little bit of magic and a little bit of training,” Logemann said. “Dogs naturally want to lay on anything you throw on the ground. So, with some consistency, even high-energy dogs can learn to ‘settle’ on the mat quickly. It gives them structure, which makes outings more enjoyable for everyone.”

Logemann is using her Project Pitch It winnings to scale advertising and outreach, and she’s already seen sales climb. She also hand-delivers products locally, adding a personal touch to a growing brand.

“I lost my dog, and 10 months before that, I lost my husband,” she shared. “Luwello came from grief, but it’s grown into a way to create good — for dogs, for their people, and for the planet.”

To learn more about this local company on the rise, connect with Luwello here.