Masterclip came to us with a loyal customer base and high-quality products, but their brand no longer reflected who they were. Their identity felt dated, inconsistent and overly functional, making it hard to stand out in a crowded market of grooming tools and accessories.
They needed a brand that matched the care, knowledge and heritage behind their products. One that could build trust, support customers with confidence, and create a more emotional connection between owners and their animals.
We helped them reshape their entire identity from the ground up.
The challenge
Masterclip’s products were strong, but the brand didn’t reflect their quality. It lacked emotional pull and didn’t have a visual system that felt distinct or recognisable. There was no clear story about what made Masterclip different, and the experience felt inconsistent across channels. Above all, the brand didn’t express the care, expertise and reassurance that customers rely on. People needed to feel supported and guided. They needed to trust the brand as a companion, not just a supplier.
Our approach
We started with a strategy. We defined the brand’s personality, tone and narrative, grounding the work in a simple idea: “Groom with confidence. We’ve got the kit – and the care behind it.” This set the tone for every decision that followed and positioned Masterclip as knowledgeable, reassuring and plainspoken.
From there, we built a strong visual foundation. We created an adaptable logo system, including a refreshed logotype, a precision-led signifier and flexible lockups for different contexts. We then shaped a warm, rural-inspired colour palette drawn from natural British landscapes. Deep greens, warm woods and soft neutrals gave the brand a sense of heritage and trust.
Our brand finally reflects who we are. Honcho brought clarity, confidence and consistency
Ben R.Masterclip
We established a typography system built for clarity and character. Owners Wide became the headline voice, Plus Jakarta Sans carried the practical information, and Ivy Mode italic added softer, personal touches for moments that needed more emotion.
We added meaning through a set of thoughtful graphic assets. The Hallmark Roundel reinforced the brand’s UK roots and next-day delivery promise. The Built for Confidence Roundel emphasised quality and reassurance. The Warranty Roundel highlighted the two-year guarantee. We designed custom icons, patterns inspired by heritage fabrics and textures based on animal coats. Together, these elements formed a visual language that is uniquely Masterclip.
To make the brand feel human, we set a photography direction that avoids anything staged or clinical. Instead, the imagery focuses on warm, honest interactions between owners and their animals, grounding the brand in everyday care.
The outcome
Masterclip now has a cohesive brand that stands out. The identity scales cleanly from packaging to digital and gives customers a clearer, warmer and more supportive experience. The new logo and signifier feel modern and instantly recognisable. The tone of voice is more human, honest and grounded. Overall, the brand has gained depth, clarity and heart— becoming the knowledgeable companion customers can trust. It’s a brand built for confidence.
