Naming And Brand Identity For A Modern Dog Care Platform
A poster typeface from the 1930s quietly powers this modern pet platform.
Saint-Urbain partnered with Digs to create a modern, trustworthy dog care brand that feels welcoming and professional. The project included naming, strategy, voice, and visual identity, balancing emotional warmth with confident authority to redefine expectations in the pet care industry.
Insights- Saint-Urbain built Digs “from the ground up” (2025), leading naming, brand strategy, voice, and visual identity—plus packaging, animation, copywriting, and photography for a full brand system.
- The naming and concept anchor on the phrase “finding your digs,” positioning Digs as a “home away from home” that feels immediately right: welcoming, personal, and made with care—bridging emotional comfort for pet parents and operational credibility for business owners.
- The core design tension was explicit: “playful without being precious, premium without being cold, and confident without being corporate.” The identity reframes dog care as “deeply personal and professionally run,” emphasizing safety, cleanliness, trust, and emotional connection.
- The service architecture on digsdogcare.com makes the brand tangible: DayPlay, Overnight Stays, Grooming, and Training—supported by promises like “Play With Purpose,” matching dogs by size and play style, and a “Seamless Experience” with real-time updates, easy booking, and consistent routines.
- Typography context: Placard Next (Monotype) is a reimagined late-1930s poster typeface designed by Malou Verlomme, described as something that “shouts at you” at large sizes; its condensed, personality-packed forms and quirks (like a single-story ‘a’) align with Digs’ goal of bold friendliness with authority.