Brand hub

Everything Simply Spoilt, in one place.

Your logos, colours, fonts, patterns and voice, with a short guide to using each one well. Download what you need, whenever you need it.

Watch the presentation

Prepared by Think Digital for Renee and Charmaine. ZIP, 9 MB: every logo, pattern and font.

A slide from the Simply Spoilt brand presentation: two dogs curled up inside a star, beside the line Some call it spoiling. We call it love.
The presentation

Go through the presentation again.

Everything we shared in our meeting: the story, the logo reveal, Jack’s film and Simply Spoilt out in the world. Take your time with it, whenever you like.

Open the presentation

Use the arrow keys or swipe to move between slides, and tap Present for full screen. The Brand hub button, or Close, brings you back here.

Our story

Some call them spoilt. We call them family.

Our promise

We know how much your dog means to you. We make exceptionally comfortable, high-quality products around their individual needs, and we care about their experience after the product leaves us.

They have their spot on the couch, their side of the bed and somehow, a say in every weekend plan. You know what makes them happy, what makes them comfortable and exactly how they like things.

Simply Spoilt understands that kind of love. It’s why we consider the little things, from how a bed feels and fits into your home, to the personal care that continues long after your order arrives.

Being spoilt isn’t about having everything. It’s about being deeply loved, thoughtfully cared for and always considered.

Simply Spoilt is a warm, thoughtful and joyful South African pet lifestyle brand built around one simple belief: our dogs are family. Premium without pretence and playful without being childish, it celebrates the everyday joy of sharing life with a dog.

Personality

Who we are when nobody’s looking.

Three archetypes shape how Simply Spoilt looks, sounds and behaves. The Caregiver leads; the Lover and the Innocent add warmth and joy.

Lead archetype

The Caregiver

Goal
To help and care for others
Characteristics
Altruistic, selfless, nurturing, compassionate
Supporting archetype

The Lover

Goal
Closeness
Characteristics
Caring, meaningful relationships and inspiring confidence
Supporting archetype

The Innocent

Goal
To be happy
Characteristics
Wholesome, pure, forgiving, trusting, honest
Personality traitsCaringAffectionateJoyfulConsideredGenuine
What we value

Simply Spoilt creates beautifully considered, high-quality products for dogs who are family, combining exceptional comfort with personal service and genuine care, so pet parents can feel confident they’re choosing something truly good for the dog they love.

Trust
Care
Comfort
Quality
Logos

Your logos, ready to download.

Four versions, each in all seven brand colours. Pick a version, choose a colour, then download. Full size is for print and designers; web size is lighter, for email, documents and social.

Logo colour
Preview on
PNG, full size4500 × 5625 px, transparent. For print and designers.
PNG, web size1080 × 1350 px, transparent. For email, docs and social.
All 7 coloursZIP with full and web sizes.
Using the logo

A happy dog, a star, and room to breathe.

The logo was designed to feel like comfort, care and love at first glance. The dog inside the O is a happy dog, a spoilt dog. The star above him stands for the wish to spoil your pet and give them the best, because they are family.

The primary logo with its clear space marked: one x on every side, where x is the height of the bar across the top of the T.

Clear space

Keep a clear space around the logo at all times, so it stays uncluttered and easy to read. No text, imagery, patterns or graphic elements may enter it.

The space is x on every side, where x is the height of the bar across the top of the T. It applies to digital and print alike.

Keep it looking like itself

Use the files as they are

They’re set up to look right everywhere.

Don’t stretch or squash it

Resize from a corner so it keeps its shape.

Don’t tilt it

Keep the logo level.

Keep it easy to see

Choose a colour with enough contrast for the background.

Don’t add effects

No shadows, outlines or glows.

Don’t change its colours

Stick to the seven colour versions on this page.

Don’t place it on busy patterns

Give it a calm, solid background.

Do pair it with a brand colour

Vanilla Silk on Blue Velvet is a favourite.

Colour

Seven colours, each with a job.

Blue Velvet leads, Vanilla Silk gives everything room to breathe, and the rest bring warmth and depth. Tap any code to copy it.

Colours that work together

Text needs enough contrast to be easy to read. These pairings pass, and each shows what it’s best for.

Try your own pairing

Background
Text

Their side of the bed.

You know what makes them happy, what makes them comfortable and exactly how they like things.

Fonts

Two typefaces, one bold, one easy.

Bricolage Grotesque carries the personality in headings. Figtree keeps body text clear and friendly. Both are free for personal and commercial use.

Aa

Bricolage Grotesque

For headings, subheadings and short, bold moments.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &?!

Google Fonts
Aa

Figtree

For body text, buttons, labels and anything people need to read quickly.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &?!

Google Fonts
HeadlineBricolage Grotesque ExtraBold, 40–72 px, line height 1.0

For the dogs we call family.

SubheadingBricolage Grotesque Bold, 22–28 px, line height 1.2

Made to order, made to last.

BodyFigtree Regular, 16–18 px, line height 1.6

You know what makes them happy, what makes them comfortable and exactly how they like things.

Small textFigtree Medium, 13–14 px, line height 1.5

Made to order in South Africa.

ButtonsFigtree Bold, 15–16 px

Shop beds

Patterns and Jack

Bold patterns for playful moments.

Use the patterns across packaging, social posts and print to bring in some fun. The star from the logo can also stand on its own, in blocks or repeated. Keep the logo off the busiest patterns.

Jack, the Simply Spoilt dog, as a blue line drawing, sitting with his chin up and eyes closed.
Meet Jack

The star of the show.

Jack is the Simply Spoilt dog. He’s very loved and absolutely sure the warm spot is his. Use him to add a friendly face to social posts, cards, packaging and thank-you notes.

Use Jack as he is: don’t redraw him, change his pose or add accessories.

Voice

How we sound.

Simply Spoilt speaks with the warmth of someone who loves dogs and understands the people who love them. Caring, personal and knowledgeable, with a sense of joy and playful charm. We communicate quality with confidence rather than pretence, and keep our language natural, relatable and sincere.

Warm
Playful
Optimistic
Warm, not sentimental.

We can talk openly about love.

Premium, not pretentious.

Let photography, design, materials and product quality establish that.

Playful, not childish.

Dog ownership gives us endless humour.

Personal, not salesy.

The existing customer service should influence all brand communication.

Knowledgeable, not clinical.

Simply Spoilt knows its products.

Optimistic, not naive.

The Innocent gives the brand a positive worldview.

Where we sit: more dots means closer to the word on the left

Some call it spoiling. We call it love.

Beds they’ll never want to leave.

Not spoilt. Just family.

In practice