Scruffs is a well-known name in the pet-care world, trusted for quality beds, accessories and products that genuinely improve comfort and wellbeing. But as the market grew louder and more crowded, the team knew it was time to evolve: to refresh the brand, sharpen its positioning and build an identity that reflects the joy their products bring to pets and their owners.
We kicked things off with a series of brand discovery and strategy workshops with the Scruffs team and key stakeholders, where we dug into the brand’s heritage, audience perceptions, product strengths and shifting sector behaviour. From this, we recongised there was a clear opportunity to reposition Scruffs not just as a pet-care supplier, but as a contemporary lifestyle brand built around comfort, companionship and happy, healthy pets. Their established strapline – “Pets love Scruffs, because Scruffs makes them feel good” – became the springboard for a richer narrative about comfort, happiness and pet products designed to fit seamlessly into the lives of pets.
To bring this direction to life, Scruffs needed a visual identity that could carry the message. The new logo uses a bespoke, modern typeface with a subtle but meaningful twist: the pair of “f”s form gentle animal-ear shapes, a nod to the brand’s love for both cats and dogs. It’s playful with purpose injecting personality while retaining a premium finish that works across packaging, retail, digital and product applications. The refreshed brand system extends into tone of voice, colour palette, typography and product storytelling, giving Scruffs everything it needs to show up with clarity, warmth and unmistakable charm.
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