The happy place for city dogs

Brand strategy | Tone of voice | Brand identity | Social strategy | Print design | Digital design

Already an upward trend, there was huge increase in pet ownership during lockdown with Google searches for ‘buy a puppy’ up by 115%.  This was swiftly followed by a warning from TheDog’s Trust of abandoned dogs and owners realising that couldn’t cope. Dogs left alone or living  in kept in flats can experience behavioural problems that owners are often ill-equipped to deal with. Enter WagWorks, ‘The happy place for city dogs’.  

Think a well-bred cross between Soho House and Third Space, for dogs. The best place for a dog is with you, but when life means they need to be elsewhere, the next best place for them is WagWorks.

Their locations include a play area specially designed to give dogs the right amount of stimulation and exercise as well as grooming, daycare facilities, a resident vet and of course, a sniff room. More than just a space, they foster a supportive community of owners and experts to give you the knowledge and tools to have a better, happier relationship with your hound.

Looking at audience segments and reviewing trends in dog care and relationships with dogs, we developed the brand strategy, copy and brand identity working with their interior architects to express the brand through physical space. We also set up their social channels and campaign targeting; watch this space for the full website.

Opening their flagship club in Fulham early 2022 with more high street locations planned.

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