Wagtime
A first-of-its-kind haven open to every pup in the city, Anu, the founder formed the core of Wagtime. That is why we kept her front and centre, letting pet parents know that their pups are in good hands. The world of pets is playful, cute, and fun – all of which we leaned into when we came on board as design partners for Wagtime. The project spanned across identity, space graphics, illustration, print posters, and an extensive branding system.
It was important for us to make the audience aware that the person behind the brand was equipped to handle their pet, train them, and more importantly, was raising three dogs herself.
We decided to make Anu and her dogs (quite literally) the face of the brand. With each space dedicated to different activities, a naming system with the word time was assigned to each area (playtime/naptime/coachtime). Anu’s voice in the form of a handwriting font was incorporated throughout the brand as small notes, much like a coach’s pointers, also informing clients of the ‘whys’ of what they were doing.
After establishing Anu and the dogs as the face of the logo, the logotype developed a subtle nod to the pups even further with the G doubling as a snout.
Author Variable is used as the primary type to be used in posters and communication collaterals, in different weights. Basic Sans is used as body copy for communication to counterbalance Author. Kalam serves as the tertiary typeface of the brand, emulating Anu’s presence through her handwriting. Its use is limited to copy/elements that mirror her voice in the brand.
The illustrations depicted Anu and her three dogs in different scenarios, all within house-shaped containers that were extracted from a building’s blueprint. Each space within Wagtime got its own designated identity, with individual iconography, colours, illustrations and print signage. The colour system worked in isolation as well as in a larger system when they came together, like that of a kindergarten, but for pups.
The aim with each design element in Wagtime was to keep it fun, while sounding informative and reliable—an essential part of the communication.
