Muddy Paws Club

Since 2019 we’ve worked with Muddy Paws Club, an up and coming dog care business based in North London. They needed some help with a toolkit of assets they could use to launch their business with - to be used on their website, social and flyers.

With nothing more than an existing logo which needed some work and an array of different existing styles, we set to work in helping them define and launch the new brand. Our work was wrapped up and delivered in a useful guideline toolkit document which covered photography, typography, tone of voice, logo usage and colours.

  • Visual branding and design, tone of voice guidelines, photography, brand toolkit & guidelines development.

  • All creative, design and copy work developed by Liz & Matt at marmalade.

    Images from Unsplash.

Image of the Muddy Paws Club logo on a vibrant coloured abstract background
A black dog and a beige dog, playing together very close to camera in a park on a sunny day

Knowing your
audience - 4 legs or 2

As non-dog owners ourselves, it was so important to get under the skin of who we were talking to. We spent a lot of time with the Muddy Paws team understanding their customer base - making sure to put the user and their interests, wants and needs at the centre of our design and copy work.

“It’s not all about me, but it’s not all about my dog either - it’s about sustaining my lifestyle with my happy, healthy dog as a part of it.”

A mockup image of a flyer demonstrating the Muddy Paws club branding

A vibrant colour system

We defined a vibrant colour palette that aligned to the homes, lives and personalities of the owners we were trying to talk to, and most importantly - their dogs.

Inspired by modern interiors and the affluent lifestyle of our audience, this colour palette felt less corporate and more friendly and warm than what Muddy Paws Club were working with currently.

A collage of different images of dogs and interior images of modern homes with annotations demonstrating where the brand colour palette originates from.
An image of logos and iconography explaining how parts of the logo influence different service offerings for the Muddy Paws Club
A black and white dog in a park on a sunny day
An image showing a number of pages of a document, giving an overview of the Tone of Voice guidelines created for the project.

Tone of voice

Alongside the visual elements that make up a brand identity, the way the brand speaks to its customers and prospects is essential, especially for a local business like Muddy Paws Club. We created a tone of voice style guide, including use of linguistic devices, emojis, sentence length and even basic punctuation and grammar.

Along with the basics, we gave practical examples and key phrases to help the client and their team to keep their copy on tone and make sure the brand values come across in any comms they create.

An image of the founder of The Muddy Paws Club in action, walking 4 dogs in a park on a sunny day
A close up crop of the Muddy Paws Club logo on a coloured background

Developing the wider visual toolkit

The culmination of the project was a kit of parts delivered to Muddy Paws Club which they could take forward and use to create any assets they needed - from social media posts to business cards. This included typeface and font provision, use of pattern alongside the shapes we developed, and guidance on photography - the kind to use, when and where, and where to get it from.

A mockup of a collage of business cards demonstrating the Muddy Paws Club brand design in context.

Bespoke brand photography

The Founder of the Muddy Paws Club walking 4 dogs on leads in Clissold Park, Stoke Newington
A cute picture looking down to a daschund looking expectantly to camera in a sunny park with dappled shade.
A close up image of two dogs close to camera, out of focus playing.
The founder of The Muddy Paws Club training 4 dogs in Clissold Park, Stoke Newington
A close up image of a black and white dog in Clissold Park in Stoke Newington
A dog trainer plays with a beautiful dog under dappled shade in Clissold Park, Stoke Newington
A dog trainer crouches to play with a number of dogs in Clissold Park, Stoke Newington on a sunny day
A wide angle shot of a dog trainer playing with 3 dogs and smiling on a sunny day in Clissold Park, Stoke Newington
A Muddy Paws Club dog trainer smiles calmly walks 4 dogs on leads through the woods, there are two dogs close to camera
The founder of The Muddy Paws Club walks 4 dogs along a path with a bench behind her, in Clissold Park, Stoke Newington, North London. In the background we can see Elizabethan Old Church.
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