Experienced veterinary nurse Alison Smallman asked True North to help her fulfil a long-held ambition to set up her own doggrooming business. The brief was to inject personality into the small business, using a playful approach. The name The Mutt's Nuts is confident and bold, avoiding clichés in the sector. A Mutt's Nuts dog character was created from the initials and applied to stationery and promotional materials.