Handsome Brands

Core disciplines: Branding / design

Strategy / Naming / Identity / Environment


A shop just for dogs

Pets at Home really do live their brand. For a start, everyone's
got a pet so they really understand their customers.

To reach more customers they saw an opportunity to be on the high street.
With a shop just for dogs in dog loving areas. But more like the local artisan
bakery and coffee shop than an out of town warehouse.
All they needed was a brand new brand.



We developed the brand positioning
‘We’re Barkers for dogs’ based around
the store name. It set the right tone
for a company that is crazy about
dogs. We developed a voice that
talked to the dogs, not the owners.
A bit weird but it worked. 

The core idea at the heart of the identity
was to ensure everyone knew this was
a shop for dogs. And nothing else.

We worked closely with Path Design
on the interiors of the shop. The brief
was to make it more like your favourite
coffee shop than a dog parlour.
Somewhere to hang out.



In-store communications and the website
were made truly distinctive with illustrations
from the hugely talented Giulia Sagramola.

Alongside the core brand we developed
Baby Barkers. With nutrition and
accessories tailored specifically
for your perfect pup.

A dog drawing competition was held
with the local school prior to opening.
This built up a sizeable twitter following
and firmly embedded Barkers into the
local community. The drawings were
celebrated on the hoarding as the
store was being fitted out.




“Our objective was to create the best dog
shop in the world and I think we’ve done it.”

Peter Pritchard
Pets at Home Commercial Director



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