A NEW BRAND TO DIGEST

When our best buds at The Watering Bowl (besides the dogs) reached out about a new business idea, we were all floppy ears. Poop scooping in the St. Louis area—that’s what they were fixing to do (doo). But while they had the concept and ambition, they looked to us for a name, logo, brand identity and assets that would take them from amateur waste managers to a dung dynasty. 

Taking a cue from their business model, we started from the ground up and began with naming and logo ideation. After exploring 80’s retro, some butler-inspired themes and unabashed turds in a bag (above), we settled on a logo and name that conveyed the friendly, accountable professionalism befitting a service that requires workers to come to your home.

Notice the small-town, 50’s vibe that invokes simpler times. The kind, congenial mascot, Deuce. The color scheme, intentionally excluding brown. After all, the brand really isn’t about poop but the clean feeling you have once the job is done.

After getting the okay on a brand look, we built out assets as varied as rocky pebbles to soft serve. From a simple and easy-to-use 1-page microsite to yard signs, social, t-shirts, table toppers and posters, we littered our executions with poophemisms and made it easy for those who stumble upon doggy donations in the yard to stumble upon Number 2 Crew. 

Now this Yard’s Best Friend finds itself a level of polish rarely found in the fecal segment, and with it, the cache to dominate the territory it has marked.