Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

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Logo Savvy

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Job: 10-91288 Title: RP: logo Sauuy

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Mestisos

MAN’S B EST CONC E P T

Located in Vancouver, British Columbia, Mestisos Pet Spa is

the city’s most luxurious spa for dogs. It is a state-of-the-art

facility that provides the ultimate in pampering for pets.

Mestisos was the inspiration of two brothers whose passion

was breeding and showing champion bloodline boxers.

After years spent at the most glamorous dog shows in North

America, they began to envision a spa where all dogs could be

treated like show champions, no matter what their lineage.

When the brothers approached the Blu Concept design agency,

they focused on their core values, their stories from the dog show

circuit, and most importantly, their vision. From these initial

discussions, the direction for the entire brand was apparent.

Literally translated, the word “mestisos” means “mixed

ancestry,” a name that seemed integral to their brand

philosophy. Their vision was to create a dog spa that catered to

all dogs, not just the purebred and privileged. Every dog would

be treated to the exclusive Mestisos experience. The  rm’s

challenge was to crystallize the client’s vision in a tangible way

that could be articulated and embraced by their clients.

GROOM I N G THE CO N C EPT

First, the team identi ed everything they didn’t want

Mestisos to be. From their years in the canine community, the

Villafuerte brothers had plenty of experience with groomers

and breeders to draw from. Mestisos needed to be clean,

elegant, and above all, professional. They wanted it to have

similar attributes as a sophisticated spa for people, except with

a de nite dog personality.

For Mestisos Pet Spa, the designers envisioned colors that

were soothing and re ned but, at the same time, upscale

and dramatic. After trying several color combinations, they

settled on a palette that re ected the symbolism of the

Mestisos name. Equal proportions of clean white and pure

black were seen together and then mixed to create a perfectly

balanced, harmonious gray. This aesthetic was not limited

to the identity but was carried through to the spa itself.

Black awnings, polished gray etched-concrete  oors, white

walls, and black ironwork accents helped de ne the Mestisos

experience. In addition to the balance of the core identity,

the designers added fresh transparent tones, such as hues of

Blu Concept’s designers created multiple versions of Mestisos Pet

Spa’s business cards. The rounded corners gave a softened touch

in contrast to the masculine color palette.

DE SIG N

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CR EATI V

RICHARD

DE SIG NE

JENA PO

CL IEN T

MESTIS

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Job: 10-91288 Title: RP: logo Sauuy

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ure

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DE SIG N FIR M

BLU CONC EPT INC.

CR EATI VE DI R EC TOR

RICHARD KLINGLE-WATT

DE SIG NE R

JENA POW ELL

CL IEN T

MESTISOS PET SPA

Since Blu Concept’s designers were dealing with such a strict set of components, they felt they could

maintain and even evolve the brand identity through manipulation of the core elements. As a result, multiple

versions of the business cards were created, each very distinctive, but all still true to the original vision.

glass, to soften the tones of the brochure and postcards, yet

maintain the dramatic feel.

With the tone and palette in place, Blu Concept’s designers

set about creating the identity, which happened very naturally.

They felt the name was so original and memorable that they

decided to make that center stage and have the dog icon play

a secondary role. For the image, they chose a silhouette of a

proud boxer, which both paid homage to the brothers’ breeding

heritage and provided the perfect statement for the spa.

The overall look achieved just the level of sophistication and

elegance the client had originally outlined and clearly speaks

to those seeking a high-quality experience for their own four-

legged champions, whether they have papers or not.

Metaphorical

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