Deel Sighthound Rescue | Every hound needs a home
Changing perceptions with a brand that highlights sighthounds' loving nature.
Deel Sighthound Rescue faced the challenge of changing public perceptions of sighthounds, often viewed as aggressive or bred solely for racing. Piquant was tasked with creating a compassionate brand identity to showcase these dogs as loving, adoptable companions, encouraging empathy and adoption.
Deel Sighthound Rescue needed a systematic brand overhaul to counter stereotypes and present sighthounds as gentle, adoptable companions. With expressive illustrations and cohesive design, we highlighted these dogs’ loving nature, inviting audiences to see them in a new, kinder light.
Deel Sighthound Rescue, a dedicated dog charity in Newcastle West, Limerick, specialises in rescuing sighthounds—particularly greyhounds and lurchers who are often bred for hunting or racing and arrive with complex health and emotional challenges. These gentle animals frequently arrive at Deel in desperate need of care, often suffering from mange, damaged limbs, or malnourishment, and carrying the scars of a life never knowing kindness. Piquant partnered with Deel to transform their brand identity, creating a unified, compassionate, and impactful brand that showcases these animals as the loving, loyal companions they are.
A brand identity that positions sighthounds as loving family companions
The primary challenge we identified was overcoming entrenched negative stereotypes surrounding sighthounds. Dogs like greyhounds are sometimes associated with aggression or seen only as racing animals, making it difficult to attract adopters. Deel needed a brand identity that could reshape these perceptions, clearly positioning sighthounds as family-friendly companions who are eager to love and be loved. Additionally, Deel's existing communication materials were inconsistent, and a streamlined, user-friendly brand system was essential to help the Deel team convey their messaging effectively across all platforms.
Illustrating the heart and personality of sighthounds
To infuse warmth and personality into Deel's brand identity, we developed a unique bank of custom illustrations. These illustrations capture the essence of sighthounds—their elegance, gentleness, and quirky personalities—helping to convey their story in a visually engaging and memorable way. Designed to work seamlessly with the rest of Deel’s brand assets, this illustration style is exclusive to the brand and serves as a visual signature, enhancing recognition and consistency across all platforms.
Inspiring empathy and adoption
The refreshed brand identity empowers Deel Sighthound Rescue to engage a broader audience, particularly those who may not have previously considered adopting a sighthound. The new branding effectively counters misconceptions, promoting sighthounds as affectionate and gentle companions, ultimately supporting Deel's mission of rehoming these deserving animals.
