The branding concept honors the brand’s true stars - the dogs themselves, but in a humorous way. Even the chosen name, ‘Barabaka’, is a play on the word ‘dog’ in Russian (‘sabaka’). The brand language is a humorous take-off of the hip-hop world, expressed in photographs of dogs with sparkly and over-the-top accessories, creating a sense of luxury and status in a way that is light and self-aware