The project
Mobile grooming is a trust business. A van pulls up outside your building and a stranger takes your dog. Most brands in the category in UAE competed on price and availability, and most of them looked the same: clinical, generic, forgettable. Doog needed a reason to be chosen that wasn't "cheaper" or "sooner."

What I did
Positioning first, before anything visual. Who Doog is for, what it stands for, and what it deliberately isn't. Once that was settled, I built the identity out of that single idea: this was going to become Dubai’s premier service and every touchpoint was going to be fun.

What happened
Doog has groomed over 21,000 pets across 9,000+ sessions for more than 4,000 clients. It holds 4.9 out of 5 across 400+ Google reviews, and won Favorite Pet Grooming Company at the Pet Industry Awards 2025, voted for by UAE pet owners, not a judging panel.