We designed dog-friendly café, ‘Pawsitive’ as a recreational space for both dogs and humans with mental health in mind.


Pawsitive café approached us wanting to create a unique café concept for our furry friends and their humans. Alongside the creation of the café interior, we designed both physical and digital assets for the Pawsitive brand.

It was important that Pawsitive celebrated and championed the positive mental health benefits of the dog/owner relationship and encouraged sociability, play, relaxation and general well-being (for both parties!).


We began by profiling prospective customers and examined both indirect and direct competitors in the dog-friendly café world. From this, we were able to position Pawsitive as both a brand and a destination to stand out and bring something unique to the London café scene. It was important for the space to be super shareable, distinctive, and tailored to a truly great experience for the target market – dogs (and the people who love them.) Another focus we developed with the client was how the space could promote mental health and the powerful role of pets, sociability and relaxation in this mission.

The brand identity we developed for Pawsitive café included colour scheming, graphic design, tone of voice, and bespoke illustrations that are echoed throughout the interior and asset design for a truly complete brand experience.

Off the back of this unique space we identified for the brand, we wanted our interiors to be in equal measure fun, playful, calming, and contemporary. We used a soft palette of colours established to promote feelings of well-being and positivity, soft edges, curved forms and contrasting big, bold monochromatic prints.

We used light oak, monochrome terrazzo, brass, ribbed panelling and pastel leatherette to create a cosy yet stylish and practical environment. Not to mention Pawsitive’s fresh branding, including illuminated signage, a tennis ball wall and cosy coves for furry visitors and great content opportunities.


A multi-faceted brand experience suited for social media posts, as well as a space dogs and their owners to collectively enjoy. Through our branding and design, Pawsitive exceeded the realms of the cafe and became a digital experience as well as a physical space.