Wuff · 2021–2026
A social app for dog owners, from the first wordmark to the third version of the product.
Wuff is the studio’s social app for dog owners, co-founded by Magic Pulpo: the brand, two app versions shipped on iOS and Android in Hungary, the community around them, and the 2026 rebuild as a clickable prototype. 2,000 beta users joined 70+ communities on the way.
The challenge
We lost Shaggy and had no fast way to alert the people around us. That is where Wuff started. Dog owners have no app they open every day for their dog: Instagram was not built for pets, booking apps are used twice a year, and owners juggle five or more apps for community, services, health and local information, none of which knows their dog.
Wuff had the idea and nothing else: no visual language, no product and no community.
The approach
Magic Pulpo co-founded Wuff and took the brand, the product design and the go-to-market. The brand is warm without being cute: a hand-drawn wordmark in a burst, salmon-peach grounds and deep navy linework, and an illustration system of dogs and scenes framed in dog-tag arches, drawn to work from an app icon to a tote bag.
The product shipped twice on iOS and Android in Hungary: a feed, a map of dog-friendly places, Lost and Found reports, and a family hub where co-owners and carers share the dog’s routine. We designed it screen by screen, documented the post anatomy and the screen shell, and specified the architecture behind it.
In 2026 we rebuilt the plan around what the first two versions taught us. Social comes first and paid services later, and one record of each dog, the Dog Graph, sits behind both, with Buddy, an AI assistant, answering questions from it. That version is a clickable prototype with its design system and production schema specified.
The work
The results
Two versions shipped on iOS and Android, funded by €167K from angels. 2,000 beta users joined more than 70 communities and wrote over 1,000 posts in English and Hungarian.
Version one showed that dog owners want a social app for their dogs. Version two launched too many features at once and lost momentum, which is why the third version builds the social side first. The next gate is a Budapest concierge sprint with 12 to 15 owners and Buddy over WhatsApp. Figures are from the Wuff 3.0 deck.
What we delivered
- Brand strategy and positioning
- Hand-drawn wordmark and logo system
- Illustration system of dogs and scenes in dog-tag arches
- iOS and Android UX/UI, two shipped versions
- Post anatomy, screen shell and design system
- App architecture
- App Store assets and launch social
- Investor deck
- The 2026 rebuild as a clickable prototype
The Wuff palette
Salmon peach
#FFB8A4
Deep navy
#1B2334
Peach cream
#FFEFE7
Related projects
All work
We apply the same thinking to every engagement.
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