<ul><li>London-based designers Angelina Pischikova and Karina Zhukovskaya launch pet care brand 'mud' embracing dogs' natural instincts.</li><li>Their first product, The Everyday Wash for Dirty Dogs, is plant-based and aims to capture the essence of real dog experiences.</li><li>The brand was inspired by the lack of authenticity in the pet care sector, aiming for high-quality products and design.</li><li>The name 'mud' was chosen to symbolize the nature of dogs and their inevitable return to dirt.</li><li>The brand's identity, including color palette and logo, reflects the concept of mud and changes based on the weather.</li><li>The brand's punchy tone of voice emphasizes authenticity and rejects cliches often associated with pet care products.</li><li>Photography in the launch campaign showcases real dogs being themselves, promoting genuine connection between owners and pets.</li><li>Pischikova and Zhukovskaya faced challenges in finding suppliers and manufacturers to meet their creative vision for the brand.</li><li>Future plans for mud include expanding the product line and working to change perceptions around pet care and human-animal relationships.</li></ul>

Dog wash brand mud embraces mess and muck with reactive identity

Discover more