Our Work

Pet & Co

By May 3, 2018 No Comments

Intro

ANCHOVY. was approached to create a brand identity for a new one-of-a-kind pet shop that would soon open it’s doors to the public. The client’s vision is focused on delivering the best care together with high quality products for their pets. It was up to us to come up with a suitable name and brand identity for the company. This is what we created:

Initial Phases

Aesthetic Association

We started off by identifying the style of the shop and how the client would like to portray the company visually. We received raw sketches of how the store would look and according to this we were able to extract a suitable aesthetic backbone.

NAMING

The client entrusted us to come up with a brand name that fully communicates the identity that we initially suggested.

After several brainstorming sessions and a number of naming exercises with the creative team, we were left with a vast selection of names to choose from. What we decided to do next is to narrow down the potential names to the top 10 picks and present them to the ANCHOVY. team to see what their response was.

As shown in the diagram, Pet & Co. came out as our front-runner. We presented our favourites to the client and they also really liked this name.

NAMING

The client entrusted us to come up with a brand name that fully communicates the identity that we initially suggested.

After several brainstorming sessions and a number of naming exercises with the creative team, we were left with a vast selection of names to choose from. What we decided to do next is to narrow down the potential names to the top 10 picks and present them to the ANCHOVY. team to see what their response was.

As shown in the diagram, Pet & Co. came out as our front-runner. We presented our favourites to the client and they also really liked this name.

Development

SCRIPT LOGO

Now that we have the brand name, we turned our attention to the development of the logo. After reviewing the different logo options, we decided to go for a logo that is made out of a script font, since in this case it fit perfectly with the identity we wanted to go for.

We worked on a variety of custom type designs to feature the name in writing. This process required a lot of sketching. We kept a playful & approachable feel while also modernising and refining it, which ultimately delivered a very appealing logo.

Development

SCRIPT LOGO

Now that we have the brand name, we turned our attention to the development of the logo. After reviewing the different logo options, we decided to go for a logo that is made out of a script font, since in this case it fit perfectly with the identity we wanted to go for.

We worked on a variety of custom type designs to feature the name in writing. This process required a lot of sketching. We kept a playful & approachable feel while also modernising and refining it, which ultimately delivered a very appealing logo.

COLOUR SCHEME

The Pet & Co. brand provides flexibility through its wide colour palette. The primary colour palette consists of two different tints of brown, a sand colour and a red colour.

The brown shades are based on the different wood materials that are being used in the actual store. The red colour refers to pet toys and products.

TYPEFACES

The Pet & Co. brand consists of two font families. The primary font, mainly used for title sections, is Nunito Black. The secondary font, used for body text, is Avenir.

Nunito

Avenir

Application

With the main brand elements created we turned our attention to the brand peripherals, and created the artwork for social media channels, business cards, store uniforms and finally the brand guidelines.

Application

With the main brand elements created we turned our attention to the brand peripherals, and created the artwork for social media channels, business cards, store uniforms and finally the brand guidelines.

UNIFORMS

Each section within the pet store has its own set of uniforms, consisting of polo shirts, hoodies, caps and aprons. We decided to implement the Pet & Co. brand colours so that the online and offline presence remains consistent.

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