Petco’s new-to-world private label brand consolidates a number of their existing brands selling everyday pet products—from dog beds to cat trees to kennels. The strategy team at Envoy created a foundation centering around the ups, downs and all arounds of pet life for this new brand and that I extended into a world with bright designs, unique illustrations and a singular strong brand color.
The joyful logo sets the tone of communication with energy and exuberance. Hand-drawn lettering is paired with a modified version of GT Americana with a bouncing baseline to balance fun and trustworthiness. The brand’s core typeface, Cosmica, is both strong and approachable with a variety of weights for use across such a large product portfolio. Illustrations by Tiffany Beucher showcase the ups and downs of pet life—celebrating the playful, loud, quiet, serious and laughable situations between pets and pet parents. The full scene illustrations help add context to each product and connect to pet owners with relatable pet moments. The layering of the illustrations, pet-specific patterns, type and geometric design elements guide you through each product while icons and typography convey the expert thinking behind the essential everyday products.
