Classy Paw — With Classy Paw, Zurich got a shop for dog and cat supplies that had not existed like this before.
The main idea for the branding was that we put the animal in the centre. The main idea for the branding was that we put the animal in the centre. The design should be brought to life in a humorous way.
We created a Tone of Voice that used the voice of the animal to bring a smile to the customers and to create something different from the often boring shop design that the city is used to. We wanted to bring something to life that would immediately stand out. To emphasise the voice of the pet, we used a scratchy handwriting and direct and humorous language.
The items in the shop are of high quality and carefully selected. That’s why the materials used for our own advertising materials were also carefully selected and designed with great attention to detail.
A highlight of the project were branded products, such as a drinking bottle for on the go or a tennis ball to be labelled for the park. The recurring motto “Sorry, nothing for you human.” has accompanied communication since the opening. A small social media campaign was also created. This is intended to additionally underline the communication and plays with this motto.
Particularly before the opening, attention was to be generated, which was achieved by completely covering the shop front with silver foil.