BRUSH AND BONES
Branding, Naming, Art Direction, Packaging Design
Agency ~ Naidu Panjabi
PROCESS
Only pet owners know how hard it is to find good pet grooming services in India. The India pet market is growing at a super healthy 20%, and given the large adoption rates across segments, the need for reliable, licensed,
dog-loving salons are the need of the hour. As part of the first phase of our engagement, our main task was to create identity design, stationery and packaging designs.
Brand Strategy ~
From a research point of view, our study for Brush & Bones was fairly run-of-the-mill. It largely involved interviews with groomers, salon owners and pet owners. After going through the talks, and closely examining the pet industry’s approach to design, we noticed a massive loss in translation. While all the people in the business spoke in a mature, responsible manner, somehow the design was always childish. From the start our intent was to create a brand that was likeable and stylish, but, now even more so, we wanted to do this without compromising on the fun factor.
Brand Identity ~
Everyone remembers the coat of a dog by touch and appearance, the idea was to translate the feel of fur into one of the key elements of the brand identity. One of our biggest challenges working on this project was giving the service a professional, trustworthy image without losing the warmth of a local pet salon.
