Key Visual of Paws On The Run, designed by Jeremy Yap

PAWS ON THE RUN

Scope of work:

Conceptualized a brand identity for a new SME business and executed its expressions from A to Z.
Established a unique brand voice that suits the target audience through copywriting and social media hashtags.
Launched the brand through eye-catching digital and physical campaigns, including a standout debut at Malaysia's largest pet expo, which generated brand buzz.
Designed branded merchandise to grab attention and spark conversations.

The convenience of door-to-door pet grooming, the accessibility of a food truck, and the customer experience of a brand built to last—that’s Paws On The Run, a mobile pet grooming service that pampers pets in the comfort of their owners’ homes and on their schedule.

When Paws On The Run approached us for branding ahead of their debut, we were thrilled. Their vision, mission, and business approach made them a one-of-a-kind client—the kind you root for and go above and beyond to help succeed. So, we delivered the best branding experience in town.

Polished, Pampered, Perfect: Grooming A Brand to Shine

Part I: Brand Development

In the early stages of development, some key themes we focused on were "vibrant," "fun," "whimsical," and "warm." Paws On The Run primarily caters to pet lovers who treat their furry companions to nothing but the best.

Drawing from personal experience, we found that pet owners are often kind-hearted, warm, and friendly. These qualities inspired the strokes and shades used throughout our logo design process, creating a visual identity that truly resonates with their audience.

Early sketches of logos for Paws on The Run by Jeremy Yap

The initial concept featured elements representing the business emerging from behind a free-form shape, with the logotype playfully positioned in the foreground. However, this idea was further refined to create a more cohesive logo that was both visually striking and easier to adapt across various applications.

Preliminary Logo Designs

An exceptional brand calls for a distinctive design approach. For this brand, the creative process was highly visual, evolving smoothly from hand-drawn sketches to refined vector designs. Every detail was thoughtfully crafted to form a cohesive and impactful identity.

The final logo beautifully merges the image of man’s best friend with a truck, perfectly capturing Paws On The Run’s unique business model. To enhance the brand’s visual language, we also designed custom supporting icons. These versatile icons were later adapted across various media, reinforcing the branding at every touchpoint.

Part II: Brand Extensions

The spirit of fun extended across every collateral and marketing materials requested by the client. For example, we placed 2 paws on the top section of the apron where creasing usually occur so that it appears as if the paws were pulling the apron up. These creasing will be further enhanced when the pet groomers store grooming tools in the pockets.

To kickstart Paws On The Run's brand presence online, we came up with the hashtag,

#groomgroommm

A tote is basically a walking billboard. We crafted POTR’s tote bags to be extra attention-grabbing and desirable to spark conversations about the brand.

Early ad concepts to show how the hashtag works as a cheeky headline and sign-off.

Part III: Social Media Content

A modern campaign is not complete without a social media presence. We designed custom content to boost the talk around town about the brand, from teasers to daily posts.

red image with illustrated dogs of all sizes

A Facebook screen with an image of a pair of hands holding up a white cat

A parody of James Bond's villain from Dr No petting a cat in a purple Turkish chair

paws with indelible ink on 1 claw to commemorate the Malaysian General Election 2018

Part IV: Getting Physical

A yellow truck wrapped in custom design vinyl stickers

To round it off, we designed the mobile pet grooming truck’s wrap and a vibrant, large-scale booth for on-ground activation. The brand made its debut at Malaysia’s largest pet expo in May 2018, where the booth became a standout feature, attracting attention as the brightest and most dynamic display in the expo hall. Over 10,000 visitors had the chance to experience it firsthand.

As a new brand, Paws On The Run faced uncertainty about the ideal coverage area for its services. We solved this business problem by creating an interactive physical map at the booth, inviting interested visitors to place pins indicating where they lived. This activity provided valuable data for the business and served as a fun, engaging element to the expo experience!