Digs Dog Care has launched a new name and brand identity, created by the New York-based studio Saint-Urbain. Previously, the chain operated under the name Better Than Home and offered daycare, boarding, grooming, training, and support for dogs with anxiety. Over time, the business grew, the old name became too restrictive, and the company needed a more accurate identity.
The name Digs evokes a cozy temporary home for dogs. The brand builds an image of a place where pets feel at ease, and owners can entrust their beloved pets to a professional team without unnecessary stress. For operators of the animal care centers within the network, Digs provides a clear operational system and common quality standards.
The new logo became a key part of the rebranding. It is based on the letter g, transformed into a dog’s face. The two dots above the symbol resemble eyes and ears, while the lower part of the letter serves as the nose and tongue. The result is a friendly symbol with a warm tone that effectively conveys the brand’s spirit. Saint-Urbain has combined the professional aspect of the service with customers’ emotional attachment to their pets in this new identity.
The brand identity is built on bright, cheerful colors and clean typography. Thanks to this combination, the brand strikes a balance among care, cleanliness, and a joyful atmosphere, the very reason dog owners seek such services. The design of the centers themselves also plays a major role. Everything is designed for the team’s convenience, the animals’ comfort, and the owners’ peace of mind. Packaging and promotional materials follow the same theme, bringing the brand’s image together into a cohesive whole.
The updated Digs Dog Care no longer looks like a set of services, but rather a network of comfortable spaces offering professional care, where pets spend their time peacefully, and owners feel a sense of trust.