CASE STUDY

Adelaide Groodles

Graphic displaying the time range 00-15 with an elliptical shape around the numbers.

2024

Brand Design and Naming as Powerful as Pedigree

Sector

Animal Care & Ethical Breeding, Lifestyle and Family

Impact

Adelaide Groodles has won several awards, thanks to a robust brand transformation that reflects its ethical position and provides a warm, cohesive brand experience. This has helped the owners build trust, streamline engagement, and foster a deeper emotional connection with future puppy owners.

Scope of Engagement 

Naming Convention, Creative, Brand Evolution; Brand Identity; Social Media Restructure; Website Design and Development: Merchandise, CRM development.

  • Evolving the Brand with Care and Clarity

    Formerly known as Adelaide Hills Groodles, the program’s relocation to the Clare Valley created the need for a new name that would remain relevant while avoiding confusion.

    As an award-winning ethical breeder with a loyal community, the name change carried risk; it needed to minimise loyalty loss while reinforcing trust.

    After consulting with their online community and exploring options, FEENEY recommended a simple strategic pivot: removing Hills to become Adelaide Groodles. This evolution retained familiarity while broadening geographic relevance.

    Built on the foundation of ethical breeding and nurturing environments, FEENEY then refined the brand’s visual and emotional expression.

    The refreshed logo, a playful blend of wagging tail and paw forming a rising sun, encapsulates positivity, warmth, and trust. Paired with an inviting colour palette and applied consistently across collateral, the identity established a cohesive, approachable presence designed to resonate with future puppy owners.

  • Designing a Seamless and Engaging Experience


    To extend the brand online, FEENEY built a new Adelaide Groodles website that showcased both values and expertise. A clean, intuitive design paired with concise copywriting and lifestyle imagery created an engaging and user-friendly experience.

    A comprehensive expression of interest form streamlined enquiries, reducing friction and improving customer interaction.

    The site’s design and content didn’t just inform, it created an emotional connection, positioning Adelaide Groodles as both professional and caring in the eyes of prospective puppy owners.

  • Strengthening Connection Through Storytelling


    FEENEY directed and produced a series of authentic lifestyle images that reflected the joy and warmth at the heart of Adelaide Groodles. Captured in a relaxed, playful environment, the imagery highlighted the genuine happiness of the puppies, strengthening emotional appeal and reinforcing the brand’s promise.

    Combined with a brand showreel, these assets brought Adelaide Groodles’ story to life across digital and collateral platforms.

    The result is a cohesive and welcoming brand experience that not only builds trust but also fosters lasting emotional connections with families as they embark on their journey with a new puppy.

Adelaide Groodles logo on a light beige background with large, pale peach-colored ovals.
Logo with a paw print above the letters 'AG' on a light beige background.
Solid brown background with no distinguishable objects or details.
A thank you card from Adelaide Groodles with a photo of a smiling man and woman holding adorable golden puppies outdoors, and the company's contact information on the back.
Two men sitting on grass in a fenced field playing with curly-haired puppies, with trees and a clear blue sky in the background.
A small, curly-haired brown puppy sitting on grass next to a black boot.
Group of puppies playing on a grassy field
A small brown curly-haired puppy sitting on grass, with a person gently holding its chin.
A man holding a brown puppy close to his face, with the puppy's head resting on the man's chest during daytime.
Two people standing outside holding puppies, with a fence and trees in the background.
A small, fluffy, white and brown dog standing on a grassy lawn with colorful toy blocks in the background.
A small brown puppy standing on a colorful blue and red cylindrical object on a grassy field outdoors.
A cute brown dog with a fluffy coat holding a green rubber ball in its mouth, standing over a wooden fence in a grassy backyard.
A woman and man standing outside in a field, each holding a puppy and touching noses with the puppies, with a fenced area and trees in the background.

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