06Lifestyle

Charlie's

The good dog club.

Urban pet-care club: daycare, baths, walks, naps. Friendly municipal graphics, zero cartoon dogs.

Identity 3

The identity is where Charlie's settles its argument: mark, type and colour agreeing on one voice. Every page after this one inherits these decisions.

Charlie's, identity, wordmark with tag mark, tote bag and cards on blueCharlie's, identity, brand sheet with colour chips, rounded type and iconsCharlie's, identity, blue shopfront with a dachshund at the door

The idea

Charlie's is a club with members who drool, and it is run with civic pride. The identity borrows from municipal signage, membership cards, badge shaped marks, clear wayfinding, and refuses a single cartoon dog.

Photography 7

Photography does the persuading. One light logic and one distance, so a frame reads as Charlie's before you even find the logo.

Charlie's, photography, terrier running with a red bowlCharlie's, photography, dog covered in bubbles being washedCharlie's, photography, four dogs on leads crossing the streetCharlie's, photography, bulldog asleep on a blue bedCharlie's, photography, hand giving a treat from a jar shelfCharlie's, photography, labrador with red tag in the play roomCharlie's, photography, dog in a tub under a green towel

The system

The system works like a small city department: schedules, tags and report cards in one honest typeface, a collar toned palette, and photography at dog height, where the club actually happens.

Website 4

The website was designed and built in the same house as the brand. Same typography, same pacing, and the one action that matters sits exactly where thumbs expect it.

Charlie's, website, homepage with the headline The good dog clubCharlie's, website, club page reading A good day, every dayCharlie's, website, prices page with service listCharlie's, website, find us page reading Next to the park, obviously

Collateral 5

Collateral is the brand at arm's reach: keys, cards, the small printed things people keep. Each one set in the same quiet system, none of them shouting.

Charlie's, collateral, blue price list sign reading Honest price listCharlie's, collateral, three club member cards with a treatCharlie's, collateral, clipboard reading Today's reportCharlie's, collateral, lead hooks on a wall reading Hang it, we've got themCharlie's, collateral, opening hours sign on the shop door

Out in the world

Then it joined daily life: collateral, merch people actually wear, and a website that feels like the space itself.

Merch 5

Merch only works if people wear it unpaid. Charlie's keeps it simple enough to actually want.

Charlie's, merch, blue lead with tag and green bagCharlie's, merch, terrier in a red bandana on a blue benchCharlie's, merch, dog eating from a bowl with wordmarkCharlie's, merch, treat jar with label on a counterCharlie's, merch, tote bag on a green wall by the door

Social 6

Social is the daily voice. Templates with room to move, so the feed stays recognisable without ever repeating itself.

Charlie's, social, post with a running terrier reading The good dog clubCharlie's, social, icon post reading Walks, baths, napsCharlie's, social, post reading Today's report with a sleeping bulldogCharlie's, social, post reading First day free with a labradorCharlie's, social, dog nose post reading Every dog has their dayCharlie's, social, story frame with four dogs reading The good dog club

Campaign 5

The campaign is the loud day: one idea pushed to poster scale, consistent from a phone screen to the side of a street.

Charlie's, campaign, poster reading The good dog club with a terrierCharlie's, campaign, park billboard reading Every dog has their dayCharlie's, campaign, poster reading Walks, baths, naps on a park pathCharlie's, campaign, poster reading Wash and dry with a dog in a tubCharlie's, campaign, giant tag mark installation in a park

More work

IRISLifestyle Sunday WhipCafés Daybreak ClubCafés

All the work