Overview
Some brands begin with an idea. Others begin with a story.
SUZI began with a bond that never faded.
Named after the family's first dog, SUZI is a pet store and spa brand created in loving memory of a companion who held a special place in their lives. Although Suzi passed away in 2016, the love and memories she left behind became the inspiration for something new — a place dedicated to caring for pets and celebrating the special connection they share with their people.
Our role was to translate that personal story into a meaningful brand identity, one that would keep Suzi's memory alive through every interaction.
Client: SUZI Pet Store & Spa Industry: Pet Care & Retail Scope of Work: Brand Strategy, Logo Design, Visual Identity, Packaging Design, Brand Collateral, Marketing Materials, Store Branding & Digital Design.
The Creative Challenge
The brief came with one very personal requirement: Suzi herself had to be the face of the brand.
Rather than creating a conventional pet-related symbol or using a generic dog illustration, the objective was to capture the appearance and personality of the original Suzi in a distinctive, recognisable logo.
The challenge was to translate a real dog's facial features into a simplified graphic form without losing the qualities that made her recognisable.
It needed to work as a logo first, but it also needed to carry an emotional connection.
The Strategy
Start with the real dog. Build everything around her.
Her face became the mascot, and the mascot became the system. Warm colours for care. Rounded type for friendliness. One consistent identity across packaging, signage, grooming and digital.
The Execution
The Concept — Her Face. Her Legacy.
We began with photographs of Suzi, studying her facial structure, expressive eyes, ears, muzzle, and distinctive features.
Multiple sketches and explorations followed, each attempting to find the right balance between likeness, simplicity, and visual clarity.
The final direction focused on creating a stylised representation of Suzi's face, keeping the most recognisable characteristics while refining them into a clean, adaptable logo.
The intention was simple: when someone sees the logo, they should see more than a dog. They should see the dog behind the name.
The final mark is our closest visual interpretation of Suzi, thoughtfully simplified to become the enduring face of the brand.
The Colour Story
The colour palette was designed to give SUZI a personality that feels warm, confident, and approachable.
Navy Blue — #1E265C
A strong and dependable foundation that communicates trust, professionalism, and confidence.
Golden Orange — #FCA311
An energetic accent that brings warmth, optimism, and friendliness to the identity.
Together, the colours create a distinctive visual language that balances the emotional warmth of the story with the confidence of a modern pet-care brand.
