The brand story is based around ctional public school pet dog called Julius. Master
Julius was a rather eccentric dog that inspired one of the boys to create a boutique
pet products brand with a quirky personality. The brand is targeting a high-end male
demographic who willing to spend a fortune on their dogs and have fun with their
pets. Flavour names, latin numerals, illustration style and other small details reference
public school environment where the boy fell in love with Master Julius.