Toby isn’t just another pet supply store. Toby is that buddy who DMs you dog memes at 2 a.m., knows which treat your cat actually likes, and has more style than the Frenchie next door. We need branding that screams “approachable with swagger,” that mixes fluff with edge, and speaks to both the one who pays and the one who tail-wags in approval.
We want Toby to look how it feels: friendly, trustworthy, and effortlessly cool. No tired paw prints or colours five other pet shops already claimed. This brand needs to smell like new (and not like kibble).
Key inspiration: Cute doesn’t mean boring. And cool doesn’t have to be cold.
Deadline: When it’s so polished a dog would lick the screen (but seriously, before the next sprint).
