Canine Cuddles Club Rebrand Case Study

Stuck with a brand that was stunting business growth, Erica & Freya required a re-brand that matched their coastal nature, whilst simplifying their onboarding process.

This re-brand was focused on navigating through a business name change, refinement of their onboarding process, to categorise their services and therefore drive more business through to their dog academy: Training services curated for puppies.

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Curly brown dog standing by a mossy rocky stream with stylized sunglasses and Canine Cuddles Club text.

Canine Cuddles Club's Story

Erica, a passionate dog trainer and a mum to two boys, was born and raised in Bae Colwyn, Gogledd Cymru, alongside a family of Springer Spaniels. Trading in an office job for mid-day zoomies along the beach, both Erica and Freya, her wife, set out to create Doggie Daycare with Cuddles, following on to enjoy four years of success offering daycare and holiday services for their canine companions.

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Coffee Bean: #230C0F

Charcoal Blue: #264653

Verdigris: #2A9D8F

Tuscan Sun: #E9C46A

Sandy Brown: #F4A261

Burnt Peach: #E76F51

Lavendar Blush: #EEE5E9

The Challenge

But through wanting to expand the business, they were met with a few challenges: An outdated business name and brand didn’t encompass two new key services, holidays and training academy. The onboarding process for new customers was time consuming, and was becoming difficult to manage. They were unsure how to transition to a new business name.

brand Disovery & Narrative

These pain points laid the foundation from initial to final branding ideas. They settled on a concept that was a play on Yin & Yang, representing calmness, perfectly representative of Canine Cuddles Club goal: To create happier, calmer dogs through structured daycare, home-from-home holidays, and training that supports both dogs and their owners.

Create & Reveal

We strategised how to transition from the old name to Canine Cuddles Club, created a plethora of social content, along with merchandise to advertise her new branding locally and segmented each of the new services into three categories:

Curly-coated dog by a stream wearing cartoon sunglasses with the word Holidays below.

Holidays: Treat your dog to a holiday, we’ll take care of them as if they were our own.

Small fluffy dog wearing a drawn graduation cap sitting on grass with landscape and coast in background.

Daycare: Home-from-home experience, helping your pooches to socialise in groups.

Small dog covered in a fluffy beige blanket with a dream bubble showing a bone and zzz's.

Academy: Expertise in owner coaching or combined with other services for Stay & Train.

Outcomes

Utilised a detailed competitor analysis to identify and persue a gap in the market for training whilst boarding.
Refined their onboarding process for new pups, saving time by preventing repeated questions and dud enquiries.
Aligned branding acorss all marketing channels to enhance public perception of the new business name.
Recieved a simple Brand Guide Sheet, answering any questions on how to use each of their digital assets recieved.
Set them up nicely for phase 2 of their business plans, stay tuned!