Staaay.
Burden&Franc
Elmwood
Branding the boring.
The rationale
Staaay. The first of its breed to offer a no nonsense approach to dog boarding. As a brand name, it is a direct representation of the language used between a dog and our target audience. Stretching the word with additional a’s gives it a humanistic tone of voice and creates a more unique and personal identity in relation to dogs. The concept for the brand is copy led, which provides an accommodating and occasionally comedic tone of voice to contrast the undeniably budget aesthetic.
-01-
The boring -
Dog Kennel
Staaay.
Burden&Franc
Branding the boring.
The dog’s
The concept is built around the expression ‘the dog’s bollocks’ commonly meaning the best. The line from image 1. is kept through image 2. to be an adaptable space in brand materials. The logo in image 3. uses this concept which provides an identity and tagline for the brand.
1.
2.
The dog’s is used to provide a platform for a more personal hand rendered type. The expression ‘the dog’s’ also mirrors the language used by our target audience, in reference to their pet. 3.
-02-
Elmwood
Staaay. Branding the boring.
Business time
The business stationery is to be printed on recycled paper stock in line with the budget theme of the brand.
-03-
Burden&Franc
Elmwood
Staaay. Branding the boring.
Business time
The layout and usability of the business stationery is kept concise and devoid of humour to be sympathetic to our target audiences busy lifestyle.
-04-
Burden&Franc
Elmwood
Staaay. Branding the boring.
-05-
Burden&Franc
Elmwood
Staaay. Branding the boring.
Walkies
Naturally, the concept can be carried through to a variety of deliverables that begin to create an unmistakeable identity.
-06-
Burden&Franc
Elmwood
Staaay. Branding the boring.
Taking care of...
A variety of care products could be introduced under the name of the brand. To be used in the kennel, or potential products for wholesale.
-07-
Burden&Franc
Elmwood
Staaay. Branding the boring.
Taking care of...
A comedic and to the point tone is brought into the care product range, reinforcing the tone of the brand, but maintaining clarity and communication.
-08-
Burden&Franc
Elmwood
Staaay. Branding the boring.
-09-
Burden&Franc
Elmwood
Staaay. Branding the boring.
-10-
Burden&Franc
Elmwood