Muttropolis is a retail brand and experience for consumers who consider their pets to be a part of the family.
McCulley Design Lab created the name, brand proposition, identity, retail design and merchandising fixture standards for all Muttropolis stores. Our scope of work also included concept, design and copywriting for all customer-facing marketing collateral materials, including direct mail, email blasts, web content and photo shoot styling. We also spearheaded the creation and design of the Muttropolis “Chew & Mew Club” Consumer Loyalty Program, in-store point of purchase materials (POP), internal training materials, website and business plan design.
Muttropolis’ innovative design and uniquely pet-centric consumer focus earned Muttropolis The Hottest New Retail Concept Award in 2006 by the International Council of Shopping Centers.