Actively loved

Challenge

PetLab Co. was founded as a digitally native brand with one simple goal; to improve the lives of all pets.

Through the creative use of Facebook advertising, they were able to quickly grow into a major player in the pet supplements category.

But in recent times, the competition has been on the rise. New to market brands are jostling for the same spaces, often supported by design that helps them stand out from the crowd.

How do you evolve a successful online brand to compete in an ever more crowded category?

Solution

When talking to the founders of PetLabCo., their passion for animals became evident. One described Krystal – a family dog they had as a child. The warmth and love of his recollections were incredibly powerful.

We built the brand around these feelings, starting from a wordmark where the letters snuggle up to each other in cosy combinations, through to an illustration of Krystal that gambles playfully and pops up in unexpected places. Of course, she also sports her signature red neckerchief.

These assets form the heart of a dynamic experience, where emotion, rather than function, define the visual and verbal language.