Loading Icon
Wall Sign Logo Mockup Indoor

Dog Boss: Where Dog Mums Lead the Pack in Style

When Dog Boss came to us, they had a bold dream: to empower dog mums everywhere with products that are as stylish as they are practical, and to build a community that celebrates the unbreakable bond between women and their fur babies. But to stand out in a crowded pet market, Dog Boss needed a brand identity that would wag its own tail—radiating innovation, compassion, and a whole lot of sass.

The Challenge: Building a Brand That’s Top Dog

Dog Boss wanted to be more than just another pet accessory label. The mission?

  • Create a strong, instantly recognizable brand identity
  • Establish a vibrant online presence that attracts and engages modern dog mums
  • Launch signature products (like the iconic Dog Mum Bag and cheeky compostable Sh!t Bags)
  • Foster a loyal community and support animal rescues with every purchase

The challenge was to blend fashion, function, and heart—making every dog mum feel like a boss, while ensuring the brand’s voice was as playful and empowering as its vision.

Our Approach: Designing with Heart, Sass, and Community Spirit

We set out to make Dog Boss the go-to brand for dog mums who want it all—style, sustainability, and connection.

  • Brand Foundations: We anchored the brand in its purpose—celebrating the dog-mum bond, supporting animal welfare, and building a loyal, joyful community.
  • Voice & Personality: Dog Boss’s tone is friendly, playful, and empowering. Messaging is cheeky but compassionate, always making customers feel like part of the pack.
  • Visual Identity: We crafted a logo suite that’s versatile and memorable, paired with a colour palette of blush pink, rich gold, dusty sage, and dark sapphire—balancing warmth, sophistication, and a dash of adventure.
  • Typography: Modern, approachable typefaces create a look that’s both chic and accessible, echoing the brand’s inclusive vibe.
  • Product-First Storytelling: The Dog Mum Bag became the hero—chic, practical, and designed for real life. Compostable Sh!t Bags brought eco-friendly fun, giving dog mums a reason to smile (and brag).
  • Community at the Core: Every touchpoint, from social media to packaging, is designed to spark connection and celebrate the joy of being a dog mum. Partnerships with rescues and uplifting stories turn every purchase into a feel-good moment.

The Transformation: From Everyday Walks to Iconic Moments

Dog Boss’s new identity is a celebration of modern dog mums—confident, compassionate, and always ready for adventure. The brand now stands out with a visual and verbal presence that’s instantly recognizable, totally Instagrammable, and deeply meaningful.

Every detail, from the playful logo to the empowering messaging, is designed to make dog mums feel seen, supported, and stylish—while supporting animal welfare with every sale.

Looking Forward

Dog Boss is more than a brand—it’s a movement. With a fearless identity and a community-first approach, Dog Boss is set to lead the pack, inspire loyalty, and make every walk, café date, and adventure a little more fabulous (and a lot more fun). Now that’s what we call living your best dog-mum life!

A rolled-up brown blanket with a label reading Dog Boss Luxury Snuggle Blanket, featuring a cartoon dog wearing sunglasses and additional product details, resting on a textured beige surface.Two smartphones display a dog-themed Instagram profile. One shows the profile grid with dog and product photos; the other highlights a close-up of a mustard-yellow bag with a dog logo and a caption about something exciting coming.A cardboard box with dog bone and paw prints is sealed with blue tape featuring a line drawing of a dog wearing sunglasses and text that reads “DOG BOSS” and “Designed in Australia. Luxury Dog Beds.”.Two rectangular tags with illustrations of a dog wearing sunglasses, labeled DOG BOSS. One tag is blue with a white dog drawing, the other is light blue with a colored dog. Both include social media icons and website details.A pink water bottle with a navy blue lid, decorated with cartoon dogs wearing sunglasses and the words DOG BOSS printed on it. The background is a muted green color.A laptop and a smartphone display a website called Dog Boss featuring a tan background, geometric design, and a section titled Unleash Chic: Luxury Essentials for the Stylish Dog Mum with a gold backpack and a Buy Now button.
Back to Portfolio