Many alternative people feel as though they're aren't many spaces for them or they're left feeling out of place. Many dog groomers visual identities lean more upscale luxury, cutesy or more organic, holistic feeling - leaving a gap in the market for an alternative audience.
Due to the name of the brand - Ruff Stylez - the visual identity needed to reflect the brands objective as a dog groomer, rather than an alternative clothing store or a barber.
Alternative audiences and brands tend to be more forthwith, they're direct, edgy and lean into their grit rather than polish themselves into a box they don't fit into. But in championing that attitude, we needed to protect the brand from judgement, ridicule and hate for the use of language.
This business recognises the Butchulla people and wish to acknowledge them as the Traditional Custodians of this land. I pay my respects to their Elders – past, present & emerging.