“Dogs are not just pets, but family members!” – that insight guided us when working on strategic brand positioning, visual and verbal identity and the communication concept for the new hotel for dogs, where man’s best friends will enjoy their stay despite being separated from their human family, while the owners can travel worry-free regarding their beloved pets.

Currently the biggest dog hotel and daycare in Croatia, Pasinsky in Lukavac near Zagreb, provides dogs and their owners with the highest possible level of service quality according to the world’s best practices and standards. In a modern and dog-friendly infrastructure spanning 3,000 m², pets are cherished and cared for, while owners fostering open communication and a transparent relationship with clients.

We designed the brand identity by putting love, care and protection in the first place, together with a necessary dose of playfulness and relaxation. Verbal identity is based on the onomatopoeia for a dog’s bark – bow wow, with the common expression of amazement – WOW, emphasizing the connection between the owners and their pets, highlighting their similarities and conveying the enthusiasm evoked by the dog hotel and daycare. Visual identity is playful, based on simplicity, clearly defined colours, and warm soothing hues. The logo combines a dog’s paw and a roof, emphasizing the warmth of home and the importance of putting the pets first. In addition to photos of happy dogs, graphic elements used in the communication materials also include organic shapes in order to add the desired dose of playfulness and relaxation.