Case Study: A Brand Refresh for Pink Paws
Pink Paws is a dog grooming business that specialises in pet-safe dyes and nail painting. Alongside their grooming services, they sell dog salon products and run an online store, so repeat clients can pick up top-up nail kits between appointments and keep their pooch looking its best.
Natalie, who owns Pink Paws, felt her branding wasn’t quite landing with her growing, fashion-conscious customer base. She wanted it to be less cutesy and more couture, something that reflected the attention to detail and the bold new styles Pink Paws promises.
So Natalie came to us about a full brand refresh. Here’s how we approached it.
Understanding what wasn’t working
Before touching a single design, we ran a branding audit to pin down Natalie’s pain points. The goal was simple: work out exactly why the current look wasn’t connecting with her audience, then build a clear plan to fix it.
When we looked at the original logo and visual branding, four things stood out.
Style
The old style just didn’t reflect Pink Paws’ stylish approach to grooming. It was very cute, but cute isn’t the same as canine couture. We agreed to create a new logo with a more chic, clean, and modern feel.
Font
Natalie told us she hadn’t spent long choosing her original font. She’d gone for a handwritten, cute style that suited a small cottage industry or a homemade-products brand. It was charming, but it wasn’t evoking the high-end, luxury feel Pink Paws wanted to be known for.
Colours
Pink Paws used pink as their primary colour, which fits the name perfectly. The problem was the shade. This desaturated pink felt more at home with vintage bakeware or princess dresses than fearless fashion. Natalie wanted a bolder, more striking pink to match the brand’s confident personality.
Imagery
The original logo featured a happy dog holding up a paw with pink nails. It’s adorable, and the pup certainly looks pleased with its new look, but the illustration style felt more like a children’s storybook than a fashion-forward salon. Natalie wanted an icon with more attitude, one that captured the bold, audacious identity Pink Paws stands for.
Bringing it all together
With the audit done, we rebuilt each element to pull in the same direction. A cleaner, more modern logo. A refined font that reads high-end rather than homemade. A bolder, more striking pink. And an icon with the confidence to match the brand’s personality.
Revisiting each point side by side made the difference obvious. Where the old branding felt cute and casual, the refreshed look felt stylish, intentional, and unmistakably Pink Paws.
Best of all, the new identity finally spoke to the fashion-conscious customers Natalie wanted to reach, giving her the confidence to keep growing.
If your branding no longer feels like you, or it’s holding your business back, we’d love to help. Take a look at our branding service and let’s give your brand the refresh it deserves.
