Project Overview

Paws & Whiskers is a pet wellness brand offering natural, supplement-infused treats for dogs and cats. They approached Mariya Design to develop a holistic identity that resonates with conscious pet owners seeking premium, eco-friendly solutions. Our goal was to capture the warmth, trust, and sustainability at the heart of the brand, while ensuring a cohesive system that would stand out in the competitive pet-care market.

Objectives

• Establish a Memorable Identity: Create a visual system that instantly conveys care, natural quality, and reliability.

• Appeal to a Core Demographic: Engage pet owners aged 30–55 who value natural, sustainable products.

• Support Growth: Provide versatile brand assets suitable for e-commerce, retail packaging, social media, and beyond.

Our Approach

Discovery & Strategy: We began with an in-depth questionnaire and competitor research, uncovering key insights into the brand’s holistic philosophy, founders’ personal stories, and target audience preferences.

Creative Exploration: Early drafts focused on earthy color palettes, hand-drawn elements, and approachable typography. These explorations guided us toward a look that balances playfulness (for pets) with credibility (for owners).

Iterative Refinement: Through multiple “light” iterations, we fine-tuned logos, color systems, and messaging. The final identity highlights nature-inspired hues, a friendly logotype, and clear typographic hierarchy.

Comprehensive Guidelines: We compiled all brand elements—logo variations, color codes, typography specs, imagery standards, and application examples—into a final guidelines document, ensuring brand consistency at every touchpoint.

The development process was structured around a series of drafts and explorations, each contributing to refining the final identity:

Initial Brand Exploration (Early November 2024):

Two initial documents laid the groundwork for the project:

• The first draft, dated November 4, 2024, provided a comprehensive overview of brand essentials—including logo suite options, color palettes based on earth tones and soft pastels, and initial typography pairings. This document focused on establishing a friendly, pet-centric, and wellness-focused identity.

Key Deliverables

• Logo Suite: A combination of a hand-drawn primary logo, symbol, and alternative lockups, allowing flexible use across various mediums.

• Color Palette: Earthy greens and browns, balanced by gentle pastels, underscoring the brand’s natural ethos and warm personality.

• Typography System: Rounded sans-serifs for clarity and approachability, paired with a playful display font for emphasis.

• Brand Voice & Imagery: The guidelines emphasize a tone that is warm, informative, and empathetic. Imagery selection criteria ensure that visuals consistently reflect the brand’s commitment to pet well-being and natural care.

• Application Examples: Mockups for product packaging, social media, and web design, demonstrating consistent brand usage.

Outcome

The final identity for Paws & Whiskers authentically captures the founders’ passion for pets, the brand’s dedication to holistic wellness, and the market’s demand for eco-conscious solutions. By combining friendly visuals, earthy color tones, and empathetic messaging, the brand stands poised to connect with pet owners who want the best for their furry companions. Mariya Design’s comprehensive guidelines equip Paws & Whiskers to maintain brand consistency, build trust, and expand their reach in the growing pet wellness industry.

Interested in a similar project for your brand?

Visit Mariya Design to learn how we create impactful identities rooted in strategy, creativity, and heartfelt storytelling.