Counter Studio have created a name, strategy and identity for Rova, a new health and wellness brand for dogs.

Launching into a fiercely competitive market, dominated by fluffy-wuffy dog-speak and tweed-and-welly brands, Counter Studio were tasked with finding a way to navigate the clutter and cut through the doggy clichés.

Holistic health and wellness for dogs
Aimed at a newer, younger and more health conscious audience – who tend to think about their dog’s wellbeing as they think of their own – the brief was to develop a brand that could establish itself as a smart and assured new alternative for dog owners.

The idea was simple: don’t create just yet another dog brand, instead build a smart new health and wellness brand – that happens to be for dogs.

This meant thinking about dogs’ health the way we think about our own: more holistically than just nice sounding recipes, treats and “walkies”.

Working closely with verbal identity specialist Ed Prichard, Counter Studio developed a strategy and identity system that captured a sense of calm reassurance without forgetting the joys of owning a dog.

By positioning the brand firmly in the owners lives and aligning it more to their lifestyle – rather than trying to appeal to what we imagine our dogs might be thinking – allowed us to quickly identify and cut through the category norms.

What’s in a name
As a start up (much like a new puppy) the new brand needed a name.

Counter Studio understood that both the name and identity needed to be simple and assured, and yet still capture some of the playfulness that having a dog brings – something grown-up but which didn’t take itself too seriously. It’s a delicate balance.

“Having explored many options and shortlisted three for development and testing, Rova was the clear winner. A simple and slightly tongue-in-cheek play on that classic – almost parody – dog name. Familiar yet different. And like the name it derives from it also has a sense of exploration, energy and exercise – themes that sit at the heart of the brand” says Counter Studio founder David Marshall.

Bursting with the joy of life
Counter Studio developed a muted and restrained identity system – more Aesop than Pedigree Chum – but introduced an energetic tone of voice and endearing down-to-earth photography, with the addition of a lively dog character, called Rova, that brings small moments of mischief and playfulness.

“Designed as a deliberately small supporting character, rather than a front-and-centre caricature, ‘Rova’ interacts with the identity elements, playing with type or appearing to respond to certain messaging, which brings an understated canine charm to the identity” says David.

Freshly packed
As a direct-to-consumer brand, Rova is sold exclusively through its own website. Without the need to fight on the shelf Counter Studio could focus on making sure both the packaging and web experience were as uncluttered and simple as possible.

“Launching with supplements, the fully recyclable packaging balances the clean design ethos with the ever playful sign off in the form of Rova the dog—who changes from pack to pack. Online, the same calmness can be seen, this time paired with photography and lively language to bring the joy (and reality) of having a dog to life… Every dog owner knows the scent of eau de fox, field and pond, not to mention the challenge of getting your dog to pose for the perfect Instagram shot…” says David Marshall.
Overall the new brand reflects Rova’s approach to dog wellness, with the identity, language and photography all working to create a holistic experience across digital, packaging and print.

(Pack photography courtesy of Rova / 303 London)