Flydog Pet Care

Commit to the bit – differentiate and cuddle the rewards.

A brand that elevates pet grooming essentials to spa-like pampering, while converting D2C shoppers (and their furry best friends)

It’s no secret people treat their dogs and cats like children, expressing love for those four-legged roommates through the touchpoints of everyday life. And yet, the pet grooming space has been rife with products that are hardly joyful – many are stress-inducing for animals and humans, just plain blah, or both.

Operating as a young startup committed to differentiation, entrepreneur Caroline Fu wanted to shake up the status quo. So she asked Otherness to help realize her vision for Flydog: a better way to care for humankind’s best friend (her stinky Golden Retriever included).

The project’s objective was to create a strong D2C brand that would prove cohesive and conversion-ready on ecommerce sites, including pet industry-specific retailers, such as Chewy. It needed to launch with confidence in a premium-priced category appealing to millennial consumers while also ambitiously driving category innovation.