Dogs on Duty is a heartwarming Singapore-based small business that celebrates the unsung heroes of our nation through adorable collectible embroidered patches. Founded around four real-life dogs who each "serve" as public servants in spirit, this unique brand creates meaningful connections between pet lovers, public service appreciation, and national pride.

Discover how our custom stickers help them spread the word of their cause and find support for all these wonderful pooches.

Tell us about your company. What are the products or services you've offered?

We are a Singapore-based small business that designs and sells collectible embroidered patches inspired by four real-life dogs who “serve” as public servants in spirit. Each dog represents a role in national defence or community protection, such as a soldier, firefighter, paramedic, or police officer. These patches are created with attention to detail and heart, combining cute aesthetics with meaningful tributes. Our products are especially popular with pet lovers, public service officers, and patch collectors who appreciate a blend of fun and national pride. In 2025, to commemorate Singapore’s 60th National Day (NDP 60), we launched the SG60 patch series – a limited edition set that pays tribute to those who safeguard our nation. Through these patches, we aim to spread positivity, honour those who serve, and build a community that shares both a love for animals and appreciation for Singapore’s public service. We also engage with our customers online through social media giveaways, collaborations with other small businesses, and customer features. More than just merchandise, our brand is about storytelling, gratitude, and community spirit

What makes your business different from the rest?

What sets us apart is our heart-led storytelling and uniquely Singaporean concept. Our brand is built around four real-life dogs who each “wear a uniform” and represent the unsung heroes of our nation. These dogs aren’t just mascots — they have personalities, followers, and loyal fans who identify with their journey and message. This personal touch makes each patch feel special. While other patch makers may focus solely on design or trend, we focus on creating meaning and emotional connection through our characters. Our business is also deeply rooted in appreciation for public service. Every patch serves as a small thank-you to those who serve Singapore — be it in the SAF, SCDF, SPF, or healthcare sector. We use our platform to honour their sacrifices while giving patch lovers something adorable yet symbolic to collect. In addition, we prioritise quality — each design is produced with care, and we constantly improve based on customer feedback. We also engage our audience through National Day campaigns, social media storytelling, and themed launches. This blend of cuteness, culture, and community gives our brand a distinct identity that resonates locally and meaningfully.

How did you find SingaPrinting?

Google! I came across SingaPrinting while searching online for a local sticker printing vendor that could meet my needs for custom designs, low MOQ, and fast turnaround. I found the website through Google and was immediately drawn in by the user-friendly interface, detailed product options, and competitive pricing. I also looked through reviews from other local small businesses and creators, which were positive and gave me the confidence to give it a try. The entire experience—from browsing to ordering—was smooth and hassle-free. It’s always great to find a homegrown brand that delivers reliable print quality without the need to source from overseas. I was particularly impressed by the customer service and responsiveness to enquiries. Since then, SingaPrinting has become my go-to for all my sticker needs.

How did you use the products you've purchased in your business?

Stickers as part of a patch package. The stickers I ordered were used as part of my signature patch packages, which I send out to customers across Singapore. Each package contains not only the embroidered patch but also a matching sticker featuring the same dog character in uniform. This adds a layer of delight to the unboxing experience and encourages customers to stick the design on their bottles, laptops, or phones — essentially turning every patch into a mini-brand. I also include extra stickers as freebies for returning customers or giveaways on Instagram. Over time, this helped grow community engagement and brand identity. The logo stickers reinforce the characters’ personalities and give our customers an affordable, cute way to show their support, even if they didn’t buy a full patch set. They’ve become a small but important part of the brand experience.

How did the stickers help promote your products, services, or the entire business?

Stickers everywhere! The stickers helped create a consistent and memorable visual identity for my brand. When customers receive their orders and see the matching stickers, it reinforces the theme of the dog characters serving Singapore in public service uniforms. These stickers are not just decorative — they’re mini ambassadors of the brand. Many customers tag us when they use them on water bottles, laptops, or notebooks, helping generate organic exposure on Instagram. I’ve even seen customers pass them on to friends or family, sparking word-of-mouth interest. Having our Instagram handle or logo on the sticker design has helped drive traffic to our page too. What’s more, at craft fairs or community markets, I give away a few as part of promotional bundles, helping introduce new audiences to the patch and sticker combo. In a saturated market, these small but high-quality details make a difference.

Would you recommend SingaPrinting to anyone?

Yes, absolutely! SingaPrinting has been a reliable partner for my small business. The print quality of the stickers is excellent — vibrant, crisp, and durable. I personally tested them by pasting one on my water bottle, which I carry daily. Even after six months of wear and tear, including washes and knocks, the sticker still looks as good as new. No colour fading, no peeling, and no weird residue. The ordering process is straightforward, and the support team was very responsive when I had a question about file formatting. The price is reasonable too, especially for small batch orders. I’ve recommended SingaPrinting to several other creators and small business owners looking for a reliable local vendor. Whether you’re doing personal projects or growing a brand, SingaPrinting gives that polished touch that helps you stand out.