Amy gave us full licence to change the image, tone and feel of her beloved and well established dog grooming business. Since 2021, Amy has built the business from scratch to a now sought after and very busy dog groomers in Glasgow.
The brief was simple, make this business look and feel as good as we know it is. Baxters grooming spa offers a bespoke service full of love, care and attention to detail. We aimed to do the same with the brand identity system and allow Amy to take the next step with her business.
Year
2023
Baxters
Grooming
Spa
Cuts &
Cuddles
Services
Strategy | Logo Design | Visual identity | Merchandise
CREDITS
Designer
Scott Gordon
Animation
Kieran Graham
Insight 01
Strategy
The strategy for Baxter’s started with looking at the wider dog grooming market and finding an opportunity to move away from what people expect a grooming business to look and feel like.
The category can often sit at one of two extremes: overly cute and cliché, or polished and premium to the point of feeling clinical. Baxter’s needed to occupy a different space, professional and trustworthy, but warm, approachable and full of personality.
At the heart of that was Amy and her relationship she builds with her clients and their dogs. They’re not simply booking a service; they’re trusting someone with a member of their family. So the brand needed to build confidence and communicate genuine care, while still capturing the fun, messy and slightly chaotic personality that comes with owning a dog.
That gave us a clear strategic direction: make Baxter’s feel like a brand people could trust, remember and actually enjoy interacting with.
Insight 02
Logo mark
The Kilsyth Runners mark brings the K and R together into one bold, continuous symbol. The overlapping letterforms create a sense of movement and forward momentum, with the strong diagonals giving the mark the energy you’d expect from a running brand without relying on obvious footprints, trainers or running figures.
There’s also something intentionally raw and uncomplicated about it. Kilsyth Runners isn’t an elite athletics club, it’s a community of people getting out, putting one foot in front of the other and doing it together. The mark needed to carry that same attitude.
Bold enough to work on a running top.
Simple enough to spot from across the street.
Distinctive enough to become a badge the community can own.
Insight 03
Feedback
Scott gave my brand a complete makeover, transforming the overall look and feel of my business. His refreshed, more cohesive identity gave me the confidence to increase my prices, something I had been holding back on for a while. The new identity made me feel proud of my fairly new business and helped me take that next step.
Since the rebrand, I’ve noticed a significant boost in social media engagement, which has helped attract more customers. As a self-employed business owner working from home, having a strong and professional visual identity is really important to me. With the new logo and brand colours, I was able to revamp my whole grooming spa and many of my customers have complimented the new look. Pure Good Graphics provided all the inspiration and ideas to make this transformation possible.
I found the whole process with Scott so collaborative. The conversations and evaluations around my brand identity didn’t just result in a new logo, he encouraged me to really think about what my business stands for. It gave me a chance to reflect on my goals, my values, and the direction I want to grow in. That clarity has had a lasting impact on the decisions I now make for my business.
Amy Kavanagh | Owner of Baxters Grooming Spa
