Name, TOV definition & (UX) copy

Purina’s pup training app ‘Puppito’ needed rebranding. But how to stand out in a market that’s already saturated with dog training apps? Where most apps focus on perfect results, we decided to be honest. And reward the effort, rather than the result.

The truth is that the journey to success is never a straight line, it comes with twists and turns. A good dog doesn’t come overnight. And there’s fun in that too. This insight became the inspiration for the name, pay-off and tone of voice.

Brand Manifesto

“I got a dog because they’re such pieces of work.”
Said no one ever.

You got them because they’re cute.
Not because they bark, bite, and pee on repeat.

The truth is though:
a good dog doesn’t come as an overnight success.
It’s a process. It’s a journey.

That’s why we made an app that guides you along the way.
And adds in a little bit of fun.

Follow a personal road map with simple steps.
Connect to fellow dog parents on the same journey.
Whether you and your dog get stuck or you just have a simple question,
our experts are always there to help you.

So next time Max shits the carpet for the third time,
take a deep breath and even throw in a little smile.
Because it’s a milestone. You’re on the right track.

Zigzag. Your journey to dog happiness.