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A playful brand identity for a dog accessories business
Created a playful brand identity for Mad About a Dog, a dog accessories business — a brand so compelling another entrepreneur acquired it for £15,000.
Services included:
Partner
Mad about a Dog
Industry
Pet Accessories & Hospitality
Location
Aberdeenshire, Scotland
Our Role
Branding & Strategy, Graphic Design
The Results
Fifty Fifty's brand identity proved so compelling that another entrepreneur acquired the entire Mad About a Dog brand for £15,000 — before the business had even opened its doors.
The Problem
A big idea for a dog business, but no brand to launch it
Mad About a Dog began as a personal ambition: a close friend of Fifty Fifty founder James Watson wanted to launch a dog accessories ecommerce shop, with hopes of one day opening a dog-friendly café alongside it. She had the passion and the product vision, but no brand to carry any of it — no name treatment, no identity, no visual world that would make the business feel real to customers or credible to potential partners. Without that foundation, a promising idea risked staying just an idea.
The Agitation
Without an identity, the business couldn't move forward
A dog accessories brand lives or dies on personality — pet owners buy into character, warmth, and a look they want to share. Until Mad About a Dog had that, the founder couldn't build a storefront, print packaging, or market a single product with any confidence. The café ambition sat even further out of reach, with nothing to anchor a physical space to. Every next step — from the first product photo to a conversation with an investor — depended on a brand that simply didn't exist yet.
The Solution
A warm, playful identity built for a dog-loving audience
We created the complete Mad About a Dog brand identity from the ground up. We developed the positioning, then built a bubbly, hand-drawn wordmark paired with paw-print motifs that felt instantly friendly and shareable. We set a distinctive palette — a soft teal and a grounding dark slate — and a characterful type system in JWerd and Futura Handwritten. We documented it all in a brand guidelines system and extended the identity across collateral: business cards, promotional posters, packaging, and product concepts ready for an ecommerce launch and a future café.
The Result
A brand so good it sold for £15,000
The identity did something few unlaunched brands ever do: it sold. Another entrepreneur encountered Mad About a Dog, fell for the brand, and paid £15,000 to acquire it outright — before the business had processed a single order or served a single coffee. For a brand-new venture with no trading history, that price tag was a pure verdict on the strength of the identity itself. It proved that a distinctive, well-built brand carries real commercial value on its own, and that Fifty Fifty had created something people genuinely wanted to own.
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