PETFOLK, 2021–2022Petfolk exists to make caring for dogs and cats easier and more joyful. In providing a nurturing, educational, and modern experience, they cater to pets, pet parents, vets, and vet care teams like never before.
MY ROLE: BRAND IDENTITY, LOGO DESIGN & ART DIRECTIONNaming, Strategy, Branding + Identity, Logo Design, Signage & Interiors, Photo Art Direction, Casting & Production, Social Design
Wordmark
The Petfolk logo was custom crafted to represent the brand’s core values and personality traits: world-class care, trust, compassion. The letterforms, whose terminals evoke the shapes of tails and ears, feel friendly and approachable, fashioning several ligatures to illustrate Petfolk's characteristc "Community of Care."
Symbol
The Petfolk symbol is inspired by an animal's snout and the shape of a heart, a common indicator of healthcare. The symbol represents Petfolk's dedication to pets, their parents, and the people that make up Petfolk care teams.
Pattern illustrations by Alex Proba.
Snippets of the (very detailed) interactive Petfolk Brand Guidelines, created using Figma prototyping tools.
