Higgs & Hounds came to us as a new business in the pet care space, offering dog daycare and overnight stays with a focus on quality care and trust. We worked closely with the founder to build a brand that felt calm, approachable and full of character, balancing professionalism with a more personal, friendly feel. The aim was to create an identity with personality without leaning into anything overly playful or cliché. After exploring two creative directions, we developed a visual language built around hand-drawn illustration, structured typography, soft colours and subtle textures. The result is a flexible brand identity that feels warm and considered distinctive across every touchpoint.

The logo was designed to bring a sense of personality and playfulness to the brand while still feeling polished and professional. We introduced the dog lead as a subtle graphic element woven through the wordmark, creating movement and character without overpowering the identity. Paired with bold typography, the final logo strikes a balance between fun, trust and an elevated feel.