Project Overview
Pets are much loved family members, and there is no better testament to that than the speed at which Petspiration had been expanding. One of Asia’s fastest growing Australian owned omni-channel retailers, it was time to optimise and reorganise their large portfolio. We flipped the traditional associations of corporate branding on its head, building a new and playful approach to group brand architecture.
Project Commissioner
Project Creator
Team
Design Director - Sarah Hendy
Designers - Sam Baines and Jacob Mahoney
Strategy Director - Joe Rogers
Brand Strategist - Toby Phillips
Business Director - Phil Curlis-Gibson
Project Brief
Essential to success was leveraging the equity of the PetStock brand as well as building stretch to be relevant across 14 diverse sub-brands, from specialist vet brands and daycare to a large charity. Most importantly, the group brand needed to capture the strong connections between people and their pets, and the belief pets inspire us to become better people.
Project Innovation/Need
Beyond a B2B role, this group brand would be public facing so had to cut through with a more engaging style than typical corporate brands. We captured the warmth of the organisation’s family heritage, the joy of pets (embodied in the name) and built a new visual structure – all this and more allowed us to break the mould of a typical corporate group, resulting in an identity that was unexpectedly down to earth and inspirational.
Design Challenge
Serving both B2B and B2C markets, our challenge and opportunity was to balance professionalism with energy and friendliness.
The visual system embodies the playful spirit of family and connection at every layer, celebrating the bond shared between people and pets.
• The brandmark ‘P’ literally connects the organisation with a pet, representing an energetic furry friend.
• The four colours symbolise the foundational forces of the organisation; pets, people, planet and progress.
• The system honours the rainbow from the PetStock identity with a concertina ribbon, this brand code is then rolled out across layouts, illustrations and icons.
• All of the brand imagery centres on moments of connection between pets and people, the very heart of what inspires us to be better.
• The energetic and dynamic system is to inspire and bring joy, just as our pets do.
Effectiveness
The new masterbrand design and architecture has united and strengthened a family to make a positive impact for pets and people, providing more services and driving more donations to those in need. The new group brand has revitalised the entire portfolio. This future proof system is motivating the internal team to take-up new possibilities and continue to innovate and expand into adjacent categories.
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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