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Digs: Building a New Standard for Modern Dog Care
The rebranding of Digs from Better Than Home illustrates the importance of creating a cohesive brand identity that fosters trust and emotional connection in the pet care industry. By adopting a name and visual identity that emphasizes belonging and professionalism, Digs positions itself as a scalable platform for independent dog care operators, enhancing both local character and national presence.
BH: Digs: Building a New Standard for Modern Dog Care In an increasingly sophisticated pet care industry, branding is no longer just about visibility, it is about trust, scalability, and emotional connection. Within this context, Saint-Urbain partnered with Digs to transform the platform formerly known as Better Than Home into a cohesive, future-ready brand system. As the company expanded across more than 15 states, its original name no longer reflected its growing ambition.
What emerged was not just a rebrand, but a repositioning: Digs became a national network designed to partner with independent dog care operators, bringing them under a single, trusted identity while preserving their local character. The name itself, informal and familiar, reframes dog care as a place of belonging rather than a transactional service, while also supporting a scalable business model.Inspired by hospitality systems, Digs balances consistency and flexibility, ensuring shared standards of care and experience across locations without losing individuality.
In this way, the brand functions as both a service and a growth platform, offering structure, resources, and long-term value to its partners. The visual identity reflects this duality. A custom dog-face icon anchors the system, while a modular graphic language, combined with vibrant colors and clean typography, creates a balance between playful energy and professional trust. The result is a brand that feels welcoming yet reliable across all touchpoints.Saint-Urbain extended the identity across the full ecosystem, from physical spaces to packaging and digital platforms.
Environments are designed to be engaging for dogs and intuitive for people, while the website supports both pet owners and business partners, reinforcing clarity, trust, and opportunity. Digs: Building a New Standard for Modern Dog Care In an increasingly sophisticated pet care industry, branding is no longer just about visibility, it is about trust, scalability, and emotional connection. Within this context, Saint-Urbain partnered with Digs to transform the platform formerly known as Better Than Home into a cohesive, future-ready brand system.
As the company expanded across more than 15 states, its original name no longer reflected its growing ambition. What emerged was not just a rebrand, but a repositioning: Digs became a national network designed to partner with independent dog care operators, bringing them under a single, trusted identity while preserving their local character.
The name itself, informal and familiar, reframes dog care as a place of belonging rather than a transactional service, while also supporting a scalable business model.Inspired by hospitality systems, Digs balances consistency and flexibility, ensuring shared standards of care and experience across locations without losing individuality. In this way, the brand functions as both a service and a growth platform, offering structure, resources, and long-term value to its partners. The visual identity reflects this duality.
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The rebranding of Digs is significant for the pet care industry as it highlights the importance of cohesive brand identity, which is essential for trust and emotional connection, making it relevant and impactful for brand strategy professionals.