Tail Waggin' PetStop

I’ve worked with Tail Waggin’ PetStop on various projects since 2015. When they initially launched their new retail brand in the Crossroads Arts District of Kansas City MO, the owners, Alan and Merrie, asked me to help create a visual identity system for them that was fitting of the vibrant arts community they were located in.

We first went through a condensed brand strategy process to identity their positioning and for me to begin conceptualizing a style which would be authentic to their personalities. I came up with the idea of a dog and cat character playing a central role in the identity – inspired by some of the classic identities of the 1930s-1950s, with Friskies being a major one. Once the visual identity was finalized, I designed business cards and postcards for them to hand out to help build brand awareness, and we built a custom website integrated with WordPress to support their marketing efforts.

In 2025, Tail Waggin’s website was in need of a brand refresh and some modernizing of the style and layout, while still keeping true to the original identity we established a decade before. The newest version of the website celebrates the playfulness of the brand through the use of colors, graphic styles, animation, and messaging.