Pet Express
2018
Branding, Identity System, Illustration
mark andres
ada laud
toni potenciano
Pet Express is the largest pet supply retail superstore for dogs and cats in the Philippines, offering a wide range of local and imported pet products, from food, toys, grooming, and veterinary services. We built the brand around what truly matters to a new generation of pet owners: the emotional bond they share with their pets. Guided by the belief that pets can smile and feel deeply, we created an identity that reflects the joy, connection, and sense of family that define life with animals.
Founded in 2009, Pet Express now has 38 branches nationwide, making it a trusted go-to for Filipino pet parents.
Coming in to its tenth anniversary, Pet Express wanted a fresh look to better connect with its growing millennial market.
Redesigning Pet Express for the people who love pets like family.
An Identity With a Smile
We designed a custom logotype and paired it with a soft, rounded sans serif to reflect the warmth, approachability, and joy that define life with pets. From the logo to the type system, every detail was crafted to feel friendly, expressive, and emotionally in tune with pet parents who see their animals as family.
The wordmark draws from the original logo, adding softness and warmth while preserving the clarity and trust of a dependable retail brand.
Embedded in the logotype is our Pet Express symbol, rounding the E and x in “Express” to subtly resemble a smile, among other things. It’s a nod to how our audience sees their pets: full of personality and capable of emotions like happiness and joy.
From Wordmark To Whiskers
We brought the wordmark to life by applying its playful, smiling expression across a set of illustrated pet faces. Each face uses the same soft curves and joyful features, creating a cohesive system that adds warmth, personality, and emotional clarity to the brand.
Illustrations make the brand more approachable and playful. They guide pet parents through key touchpoints, simplify information, and add moments of joy across the experience.
Aside from adding character and friendliness to the brand, The illustrations depict the kind of expressions we always want to see in our pets.
Pet Friendly Retail
Pet Express rolled out the new identity across stores and packaging, bringing a unified sense of warmth and clarity to the entire customer journey. From playful aisle markers to cheerful signage and branded bags, every application reinforces the brand’s personality: friendly, reliable, and full of heart.
The use of color and illustrations liberally around the store make for s delightful pet retail experience.
With a refreshed identity and a versatile visual system, Pet Express is now better equipped to connect with the needs of today’s modern pet families.
Guided by a clear strategy, we helped Pet Express build a brand that earns trust, shows empathy, and strengthens the bond between pets and their parents.
