Pooch (literally meaning pet) is a one of kind service that aims to consolidate the fragmented petcare industry, by providing services such as pet-walking, food, grooming and lodging all under one woof.
As an enterprise, Pooch aims to cater to an elite target group, who should feel secure about entrusting them with the care and well being of their pets. To make the branding holistic and personal, the approach was to appeal to ‘Pet-Parents’ as opposed to owners. For this very reason, inspiration was drawn from brand identities of the best Children’s Hospitals in the world, along with the finest restaurants and hotels to make the brand identity as holistic and versatile as the business model.
As an enterprise, Pooch aims to cater to an elite target group, who should feel secure about entrusting them with the care and well being of their pets. To make the branding holistic and personal, the approach was to appeal to ‘Pet-Parents’ as opposed to owners. For this very reason, inspiration was drawn from brand identities of the best Children’s Hospitals in the world, along with the finest restaurants and hotels to make the brand identity as holistic and versatile as the business model.
Inspiration Board
Proposed Logo Concept
A direct translation of the brief, this concept uses geometric forms, fine lines and slim, chic typography to amalgamate into a representation of the holistic enterprise that Pooch is. The circular mnemonic in the logo is an abstract symbol for pets (the nose, the mouth and the whiskers), keeping the brand language versatile and inclusive.
A direct translation of the brief, this concept uses geometric forms, fine lines and slim, chic typography to amalgamate into a representation of the holistic enterprise that Pooch is. The circular mnemonic in the logo is an abstract symbol for pets (the nose, the mouth and the whiskers), keeping the brand language versatile and inclusive.
Logo Development
Final Logo
Color & Type
The ‘Wine Berry’ purple was chosen as the primary color to accentuate the sophistication of the service, to bring out the elite aspect of the service. The color palette gives the brand approachability while keeping the aspirational value intact. The primary font was chosen to be Montserrat because of the simple, clean and organised structure. The perfectly circular O’s also aligned with the circular forms of the mnemonic.
The ‘Wine Berry’ purple was chosen as the primary color to accentuate the sophistication of the service, to bring out the elite aspect of the service. The color palette gives the brand approachability while keeping the aspirational value intact. The primary font was chosen to be Montserrat because of the simple, clean and organised structure. The perfectly circular O’s also aligned with the circular forms of the mnemonic.
Colors & Typography
Icon Set
Keeping the circular grids as the commonality, a set of icons were developed to provide an idea of how the brand language will be carried forward into the other verticals of the business, as well as to visualise the adaptability of the visual guidelines.
Keeping the circular grids as the commonality, a set of icons were developed to provide an idea of how the brand language will be carried forward into the other verticals of the business, as well as to visualise the adaptability of the visual guidelines.
Icon Set
The brand guidelines were further translated to collaterals, keeping the minimal visual scheme intact.
Print Collaterals
Digital Version
