How an independent studio won recognition by embracing the instinctive nature of dogs

Mud is not just a pet-care brand – it is a rebellion. Designer and co-founder Angelina Pischikova, who also works at Uncommon Creative Studio, tells us the identity for mud rejects the sterile polish of mainstream pet culture and embraces the wild, instinctive nature of dogs. Built from the ground up by two women and taking home a D&AD Yellow Pencil for New Brand Identity within months of its launch, the mud brand is unapologetically raw, built around the ethos that “filth is freedom” and “dogs are not dolls”.

From the start, the duo rooted the design philosophy in mess, mundanity and instinct – principles that informed the naming, tone, colour palette and the concept of a living, shifting identity. The responsive logo, which alters according to weather and environment, alongside a bespoke wordmark, demonstrates how playful flexibility can coexist with design consistency.

Craft and material innovation were equally central to the project. Packaging uses thermal ink that disappears with moisture and reappears when dry – a metaphor for mud’s embrace of the real, lived experience of man’s best friend. Achieving this level of sophistication required careful prototyping and deep collaboration with manufacturing partners willing to push technical boundaries. Watch the video to find out how for Pischikova, mud exemplifies how independent studios can carve out visibility and recognition, not by conforming to industry norms, but by fearlessly championing authenticity.