In January 2025, I took over a platform many of you have known and loved for years – Dog Furiendly.
Since then, I’ve spent the last year doing something that probably hasn’t looked very glamorous from the outside. I’ve been thinking. Refining. Questioning. Rebuilding behind the scenes. Trying to work out not just what I want this brand to look like, but what I want it to stand for, how I want it to function, and how it can genuinely serve dog owners better.
Why the name change?
Most of you will know this platform as Dog Furiendly.
It’s a name that built a strong community around dog friendly travel. But as the vision for the platform expanded, I realised I needed something that better reflected where we’re heading.
I also couldn’t confidently say it myself, and I noticed other people struggled too. In conversation, I often found myself calling it “Dog Friendly” instead, which isn’t even the brand name. When you’re introducing your business regularly, that hesitation matters. It should feel natural and effortless to say.
That’s when I knew the name needed to evolve with the platform.
Introducing Dog Owners Guide
When I started brainstorming new names, I knew I wanted the word “Guide” to be involved. Because this has never just been a directory. I’ve always seen it as something more considered. A trusted place that helps people make decisions about life with their dogs. Itineraries. Thoughtful recommendations. Experiences that genuinely suit both dog and human.
I also knew that I wanted to bring dog owners into the heart of the brand. Dogs always come first, but there is a person behind every booking, every walk, every weekend away. Human preferences matter too.
In a world where so many places are dog friendly, I want to highlight the places you’d actually love to go. Restaurants you’d genuinely choose. Stays you’d be excited to book. Walks you absolutely shouldn’t miss.
When I wrote down “Dog Owners Guide” and realised the initials spell DOG. that was the moment it clicked. From then on, there was no going back.
A Visual Identity That Matches the Vision
The evolution isn’t just in the name. It’s also in the look and feel.
The previous branding was bright and energetic, which suited the original target market and heavy focus on dog friendly travel. But as the platform has matured and the direction has broadened, the visual identity needed to grow with it.
The new palette centres around shades of green as the primary colours. These represent the outdoors, nature and exploration, which remain a core part of what we do. Alongside this, we’ve introduced warmer secondary tones, including a dusky pink and a soft brown. These bring in the human side of the brand. They represent warmth, home and the everyday moments that come with life alongside a dog.
Together, the palette feels calmer, more refined and more aligned with the audience we’re speaking to now. Dog-first households who value quality experiences, thoughtful recommendations and considered design.
Beyond Travel
Dog Furiendly focused heavily on travelling with your dog. And travel will always remain a huge part of what we do. Exploring new places, finding beautiful stays, discovering walks worth driving for – that isn’t going anywhere.
But Dog Owners Guide is about more than that. It’s about real life with dogs.
The early morning routines. The muddy paws at the back door. The cafés you return to again and again. The products you genuinely rate. The advice you actually need. The balance between what works for your dog and what works for you.
It’s about the everyday, not just the highlight reel.
The world has shifted. Being “dog friendly” is no longer enough. It’s not just about whether your dog is allowed in, it’s about whether it’s somewhere you would actually choose, somewhere that suits both you and your dog.
Dog Owners Guide is about that distinction.
It’s about recommending places you would choose regardless of whether your dog is there or not. Restaurants you’d be excited to book. Stays that feel considered. Walks that genuinely offer something special. Products that make daily life smoother.
It’s about guiding dog owners through life with their dogs, not just showing them where they’re permitted to go.
What’s Next?
We are working hard behind the scenes on a brand-new website.
Over the past year, I’ve carefully reviewed the existing platform and identified where we can improve the structure, clarity and overall experience. V2 is designed to reflect this new direction fully.
The new website will launch in May 2026.
So please bear with us over the next couple of months while we bring it all together. For now, I simply wanted to share this rebrand with you. It’s been a long time in the making, and it feels incredibly special to finally introduce Dog Owners Guide.
I hope you love it as much as I do!
Emma 💁🏼♀️Oscar, Archie & Henry 🤍🐾
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