Bow Wow Academy is a renowned dog training school lead by Yoko Sakai. Yoko has always been passionate about animals and brings a happy and unique, fun style of training to each of her clients. She has always had a deep affection for dogs and a passion for working with them. Specializing in positive reinforcement methods and using no force, her goal is to help more canine friends and their people build safer and happier lives together.

While her focus on positive reinforcement makes training seriously fun, Bow Wow’s old brand identity was anything but. They needed a brand refresh that conveyed their unleashed positivity.

The rebrand started with the logo. To be consistent with its previous mark and be easily recognizable as a school for dogs the new logo needed to incorporate one. This was done by integrating a dog’s profile and legs within the two W’s in a handwritten gestural approach. But that’s not all. The logo also expands to showcase other canine profiles in patterning and illustration.

Colour was another facet used to manifest positivity. The palette initially derives from the original brand but also introduces the grassy greens dogs play, poop, and sniff on. The brand also carries a badge to reinforce the academic hard work of the school and is used in the graduation materials.

Our solution was to put dogs on centre stage. From there, we kept the fun flowing with a canine-inspired colour palette, a pup-centric pattern, and bone-shaped doggy diplomas, proving that even old brands can learn new tricks.