Create branding for a puppy education business that captures professional, caring and ethical support while also being accepting of the difficulties puppy owners face each day.
Puppy Tales is a warm and welcoming brand using soft elegance to reflect the teaching style but it also provides a space where ‘accidents are allowed to happen’ through paw prints, torn paper and crossed out corrections that are rephrased. This use of corrected language communicates both i) the lesson and ii) what owners are thinking in one sentence. This allows for an ongoing narrative to run through the branding which mirrors the very real frustrations of puppy owners while also letting them know that they aren’t alone if their puppy isn’t perfectly behaved.
It is important to show that accidents are allowed to happen because puppies aren’t the perfect, fluffy bundles of joy people expect to bring home and as owners no matter how good the intentions are i) people make mistakes ii) each puppy learns at its own pace and ii) each puppy has its own personality too. It’s okay that owners are struggling and it’s okay for the owners to show up with naughty, chaotic puppies. That’s why they have chosen to invest in their education!
The artwork created for Puppy Tales is soft, gentle and reminiscent of tea/coffee to suggest that just like a cup of tea, the ongoing education support has a soothing, magical effect on the home environment. Furthermore, the fonts used take inspiraiton from traditional storybooks which people recognise as a calm, learning, enrichment activity by adults for children, however the text is presented clearly for adults to navigate and learn from as a professional resource (not fiction).