Branding
Web design
Print & Publishing
Developement
Interior
Consulting & Strategy
Pet’s grooming & Spa. Innovative branding in a niche
01
ABOUT THE PROJECT
At the very beginning, Pets & Spa had nothing but a vision — the branding was created from scratch. Even the premises were still under renovation when we started working in parallel with interior designer Alexandra. During the development of the brand’s visual identity and overall tone, I was also responsible for decorating the commercial space: glass stickers, a neon sign, and working hours signage.
Over the next three years, the project went through continuous growth and expansion. Step by step, we built a comprehensive brand system: from the brand book, printed materials, and advertising assets — to interior design, packaging for pet food and branded products, YouTube covers, and active social media campaigns. What once started as a simple Taplink page eventually evolved into a professional website and a complete brand ecosystem with both offline and online resources.
The main goal was not just to create design, but to establish a scalable brand system that unites space, product, and digital presence — fully prepared for franchise development.
02
CHALLENGES
The main challenge was not to create another “typical grooming salon” with clichés like paws and bones, but to design a bold and distinctive brand fully aligned with the founder’s personality. After reviewing multiple dog breeds for the logo concept, we chose Shiba Inu — a breed that best reflected the founder’s character. Later, the founder even bought a Shiba Inu and named her Norka, which turned the brand identity into a personal story and a unique differentiator.
Other key challenges included:
Building from scratch: Branding was developed alongside the interior renovation, requiring close coordination with the interior designer and commercial decorators.
Consistency during growth: As the business expanded over three years into new products and services, assets had to be updated while maintaining a unified brand system.
Market positioning: Entering a competitive Prague market demanded a strong, memorable identity and a clear value proposition to quickly gain recognition.
Scalability: The brand system needed to be designed with a long-term vision, ready for franchise development and multi-channel presence (offline + digital).
03
SUMMARY
Client base grew by 45% in the first year after the brand launch thanks to strong positioning and recognition. The average ticket increased by 25% — the premium identity and interior design allowed the salon to offer services at higher prices. Repeat visits (LTV) grew by 30% due to a consistent customer experience and stronger brand trust.
Additional revenue streams included branded products and pet food sales, which generated up to 20% of total revenue. Brand awareness doubled through active social media, outdoor advertising, and consistent offline branding. Finally, the brand system became the foundation for scaling the business and moving toward a franchise model.
04
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