The pet industry is one of the most competitive DTC markets — driven by emotional connection, visual appeal, and the specific language that resonates with pet owners who treat their animals like family.
Pettiny needed to occupy a position that felt genuinely warm and characterful, while maintaining the kind of visual polish that earns shelf space and digital engagement in a premium market.
See the full Pettiny brand identity project
The Design Direction
The brief called for a brand that felt handcrafted without looking amateur — the kind of considered warmth you find in the best independent food brands, applied to the pet space.
We explored several directions before arriving at an approach built around organic geometric forms — shapes that feel natural and approachable but are constructed with mathematical precision. The result is a mark that looks like it was drawn by someone who cares deeply about both design and animals.
The Mark
The Pettiny logomark is a custom-drawn form combining an organic silhouette with structured geometric construction. The mark uses a single, consistent weight throughout — allowing it to work in embossed packaging applications, social media profile images, and product labels without any modification.
The form is intentionally ambiguous in the best way: it reads clearly across age groups and product categories, making it flexible as Pettiny's product range expands.
Colour System
The palette moves away from the generic blues and reds of pet retail toward a more considered natural spectrum:
| Colour | Name | Hex | Application |
|---|---|---|---|
| Terracotta | Warm Earth | #C4714D | Primary brand colour |
| Forest | Natural Green | #3D6B4F | Secondary / supporting |
| Cream | Background | #F7F3ED | Packaging base |
| Charcoal | Type | #2A2A2A | All body text |
This palette photographs beautifully — which matters enormously for a brand that lives primarily on Instagram and product photography.
Typography
The typographic system uses a humanist sans-serif for the wordmark — chosen for its warmth and the natural curves in its letterforms — paired with a clean geometric secondary face for body text and functional copy.
Applications
The complete brand identity was delivered across:
- Product packaging (primary and secondary labels)
- Business cards and stationery
- Social media kit (profile images, story templates, feed formats)
- Brand guidelines PDF (22 pages)
- Complete logo file set in all formats
Building a consumer brand that needs to feel premium?
We design brand identities for DTC product brands, lifestyle companies, and consumer businesses — systems that perform in the market you're targeting.