Branding for a new breed of dog groomer

Branding for a new breed of dog groomer

Short Bark 'n' Sides

Brief

Short Bark ‘n’ Sides is a growing pet grooming service in Adelaide, with ambitions of becoming a national franchise. It was clear the business needed a new brand identity that would distinguish it within its market and position it for growth.

Research

Through competitor research, Flux identified multiple market competitors using cartoon style dog illustrations in their branding. A more sophisticated approach to branding would aid distinction and assist with repositioning. We also identified the humour contained within the business name as a key strength of the brand.

Solution

We knew early in the process a typographic logo would place focus on the clever brand name and distinguish it in the market. Elegant, spacious typography would help position the business as a boutique, canine barber shop—creating a solid value proposition for a business that was no more expensive that its competitors. We also felt that a more upmarket tone would appeal to the sophisticated customer, who might be put off by the thought of a trailer brandishing kitsch cartoons parked in front of their home.

As our strategy focussed on tone and humour, we developed additional taglines to compliment the clever brand name:

In order to broaden the identity we developed secondary vector illustrations that represent a range of dog breeds, dogs with new hairstyles, and tools used for dog grooming/washing. The line style references teeth of a comb and strands of hair/fur. The flexible branding system allows used of these illustrations either in pattern form or independently, depending on the application.

Keep an eye out for the vibrant Short Bark ‘n’ Sides trailer in your neighbourhood!

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