branding for pets


When nature calls, Looie answers

Looie Case Study

Innovative grass patches for your four-legged friends.

City dwellers in Dallas can put pee pads in the past. Looie provides hand delivered real farm fresh grass patches that make it easy for four-legged friends to conveniently take care of business anytime, without the mess.

Motto partnered with co-founders Ashley and Darla to give Looie it’s name, establish a character (a bulldog), develop the brand voice, personality, copywriting, and visual style including icon sets, packaging, and more.

Client: Looie
Brand Identity
When nature calls
Looie answers

I. Challenge

Create a name, develop an identity, and launch a D2C for urban pet owners.

Looie offers an environmentally-friendly and convenient alternative to “puppy pads”–small, disposable, paper rugs that allow pets to relieve themselves, saving owners money on a dog-sitter or an inconvenient trip home.

The founders of this fun startup arrived at Motto with a subscription model to bring the outdoors in, with real, fresh grass that dogs and owners alike love. But they needed a name and a new identity to bring it to life

As pet grass gains popularity as a sensible alternative to puppy pads, the founders sought to distinguish their product in the local Dallas market by highlighting the incredible convenience of their subscription service and their high-quality products. The only problem? The product didn’t have a name or a brand to push it forward. It was a clean slate for Motto to create a new identity.

II. Strategy

Make Looie funny and approachable and address challenges pet owners deal with in urban cities with little to no grass.

After an extensive naming and strategy development process, Motto built an entire world for the newly donned Looie to exist in. The name is intentionally human, inspired by the British term “loo” for bathroom or toilet. There is a smart, quippy voice, unafraid to be frank about Looie’s line of taking care of business. We designed a bright and inviting logo, giving Looie a true brand identity and (cute) face. And finally, a tagline – “When nature calls, Looie answers” – that serves as a battlecry to pique customers’ interest in the product and unite the brand. 

III. Results

After many months of hard work, the brand finally has four legs.

Looie has been hard at work creating a D2C subscription-based e-commerce website and launching their social channels. The brand is gaining traction and visibility as the packaging gets finalized and sales begin to roll in. 

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