Bruce’s

Becom­ing the big dog in enrichment

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

Bruce’s had built a suc­cess­ful day­care busi­ness, but growth required some­thing more.

The brand was known for day­care, but lim­it­ed by its cat­e­go­ry. To scale, it need­ed to move beyond day­care and define a broad­er role in dogs’ lives.

The shift: from day­care to enrich­ment. We repo­si­tioned Bruce’s as a cat­e­go­ry-defin­ing brand in dog enrich­ment – expand­ing its offer, audi­ence, and value. 

We turned a ser­vice into a brand built for growth. Cre­at­ing a clear­er propo­si­tion, a more dis­tinc­tive iden­ti­ty, and an expe­ri­ence designed to scale.

Enrich­ing dogs’ lives and unleash­ing hap­pi­ness. A sim­ple idea that broad­ened appeal and made Bruce’s rel­e­vant to mod­ern pet owners.

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

We cre­at­ed a dis­tinc­tive brand icon – a recog­nis­able, expres­sive sym­bol designed to stand out every­where from sites to transport.

FROM SER­VICE TO EXPERIENCE

We reimag­ined Bruce’s as a com­plete ecosys­tem – from groom­ing to train­ing to sleepovers.

Turn­ing day­care into a broad­er, more valu­able offer.

FLU­ENT IN DOG

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

FES­TI­VAL OF FUN

Designed around behaviour

We built the expe­ri­ence around how dogs play, explore, and inter­act – cre­at­ing a more engag­ing and mem­o­rable environment.

ENRICHED CUL­TURE

Built into the business

We devel­oped val­ues, tools, and train­ing to embed the brand across the organisation.

Ensur­ing con­sis­ten­cy, belief, and long-term adoption.

TURNING VISITS INTO GROWTH

Bruce’s already encouraged site visits.

We turned them into structured brand experiences – giving teams the tools and training to convert interest into enrolment.

IMPACT

  • 12X growth since rebrand

  • A category-defining position in dog enrichment

  • Stronger internal culture and brand behaviours

  • A platform that enabled acquisition and expansion

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