The brief:
Clean Cut, a mobile pet grooming service was in need of a company rejuvenation. The owner of Clean Cut, Annie, wanted to show how her company differs from other companies in that it is not just a grooming service, but also, provides a natural and thorough checkup of one's pet while the pet is being washed. The client's specifications were: no pink; brand values must shine; have small details that embrace the holistic approach. Later, an approach to create the whole rollout for this small company was needed.
The inspiration:
I am the proud owner of two beautiful cats and the most important thing to me -- and I am sure to many pet owners -- is in keeping their pets healthy. Keeping this in mind, helped me create an image of the type of company I would take my cats too. I immediately gravitated towards my cats' tail movements, how it stays completely up when they were walking, how it tapped when they were annoyed and how it swayed so gracefully when they wanted my attention. The hearts in the logo represents their loving swaying tails. How do you convey "Cut" (that didn’t come in the form of scissors)? I began to think about the simple pre-school cutting worksheets and its dashed lines used to guide children to follow a straight line. In terms of holistic, I became inspired by the red cross and decided on an ambulance as the go-to automobile for Clean Cuts.