Pet Express is the largest pet supply retail superstore for dogs and cats in the country. It carries a huge selection of local and imported pet products including food, treats, clothes, toiletries, grooming tools, clothes, cages, toys and more. It also offers quality grooming and veterinary services.
After more than a decade in the business, Pet Express wanted a fresh look that is more appealing to their new increasing market segment; millennials.
Gone are the days when people keep dogs to guard the house or cats to drive away pests. The modern pet owner adopts a pet as a part of their family.
Pet Express must cater to the needs of these new breed of pet owners so our design challenge was: How might Pet Express be a trusted figure for the specialized needs of the modern pet family?
A trusted figure for the specialized needs of the modern pet family.
The logo is designed to communicate friendliness and professionalism. It contains clean lines with variations in thickness that emulates hand written letters. The overall architecture is a call back to the original Pet Express logo with elements resembling a bone and a cat’s tail.
The illustration style was developed to fit perfectly with the logo by using elements and forms lifted directly from the logo wordmark. The strokes mimic the hand-drawn quality of the logo with its tapering thickness. It’s simple and easy to replicate for effortless expansion.
Illustrations play a big role in the brand Identity. The nose and eyes of the characters are derived from the logo word mark, and can be turned into many different characters. Aside from adding character and friendliness to the brand, The illustrations depict the kind of expressions we always want to see in our pets.
The animal illustrations placed liberally around the store provides a cheerful and welcoming ambiance. Through Pet Express, We are showing our pets the best expression of our love with top class expertise, expert care, amazing customer service and quality products. We may not always be sure what our pets are feeling, but with Pet express you are sure they’ll express their happiness.
A horizontal lockup is designed to allow the brand more flexibility in certain brand applications.
Organic forms and bold colors gives
the identity a modernized look while
maintaining a familiarity that doesn’t
alienate loyal customers.
With a fresh look and expanded key visuals, this beloved brand is revitalized and ready to cater to the needs of a modern pet family.
Guided by a solid strategy, Pet Express is able to forge an emotional connection with its audience through a brand that cares, is trustworthy, and shows empathy to pets and their parents.
