Bruce’s

Becoming the big dog in enrichment

  • Brand Strategy
  • Brand Identity
  • Messaging
  • Tone of Voice
  • Design

We took Bruce’s beyond day­care, con­fi­dent­ly estab­lish­ing it as the cat­e­go­ry-defin­ing brand in dog enrich­ment, boost­ing growth twelve fold.

Our new propo­si­tion ​‘enrich­ing dogs’ lives and unleash­ing hap­pi­ness’ made Bruce’s irre­sistible to a broad­er group of mod­ern pet par­ents. The iden­ti­ty, an icon­ic, hap­py Bruce’s dog, is designed to be instant­ly recog­nis­able on the side of a pass­ing dog­gy bus! 

Then we reimag­ined the whole expe­ri­ence as an action packed fes­ti­val of fun for dogs. Our new ecosys­tem of dog­gy ser­vices built addi­tion­al con­nec­tion and val­ue. At the same time, we ampli­fied every­thing about the dis­tinc­tive Bruce’s expe­ri­ence, build­ing the blue­print for an enrich­ing cul­ture, and drove the brand through every touch­point for future growth.

Jump straight to the Impact

ODA’s approach and think­ing has ener­gised the whole com­pa­ny. Our dis­tinc­tive brand expe­ri­ence has been piv­otal to our growth.

Bruce Casalis, CEO & Founder, Bruce's

THERE’S DOGS, AND THEN THERE’S BRUCE’S DOGS

Bruce’s makes dogs hap­py. Tell­tale signs of hap­pi­ness are tail up, neck up and a relaxed bounce in their step. We put all the hall­marks of a hap­py dog into an instant­ly recog­nis­able Bruce’s icon.

FLU­ENT IN DOG

Intro­duced a dis­tinc­tive new per­son­al­i­ty that com­bined play­ful­ness under­pinned by expertise.

CRE­AT­ING A FES­TI­VAL OF FUN

We designed a dog-meet-dog world of enrich­ment and fun and worked with Bruce’s team to action it.

IMPACT

  • 12X growth since rebrand

  • Brand purpose is embedded as a guide for all brand actions 

  • Re-energised culture and brand behaviours

  • Industry-leading brand enabled acquisitions

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