Brush and Bones
Only pet owners know how hard it is to find good pet grooming services in India. Everyone in our studio has dogs or loves dogs. So when the Brush & Bones team approached us with their ambitious vision for a grooming chain we did our best to hide our excitement. At first. By the end of our first meeting, we had designers shrieking at high pitch just at the prospect of spending time at a pet salon.
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 merch.
Between Brush & Bones and our team,
our goal was to create an instantly likable brand
that was stylish and fun at the same time.
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 playful, fun and almost always childish. From the start our intent was to create a brand that was likable and stylish, but, now even more so, we wanted to do this without compromising on the fun factor.
Brand Identity
Our designers illustrated countless styles and countless breeds of dogs. Finally the winning design was the one that came with a beautiful story - Everyone remembers the coat of a dog by touch and appearance,
and the big design 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.
office
4th Floor, Shram Dham, 19 Road, Khar West, Mumbai 400052
B11, 67 B Ballygunge Circular Road, Kolkata 700019