Paws & Whiskers

We developed a playful yet strategic identity for this pet wellness brand. Hand-drawn icons, eco-tone palettes, and custom type built a cohesive, scalable system.

Client

Paws & Whiskers

Sector

Nutrition & Supplements, Start-up

Main Market

USA

Timeframe

2024-2025, 12 weeks

Project Type

Vault Full Identity

Deliverables

Brand Guidelines, Brand Strategy, Brand Kit, Logo Design

Paws & Whiskers came to us with a name and a clear ambition: to build a modern, health-first pet brand that felt premium, playful, and production-ready. Nothing else existed — no logo, no color palette, no system. The founders wanted to avoid the typical “cute pet brand” look and instead create something structured, joyful, and credible. With multiple product lines in development and retail ambitions, they needed a full brand system that would scale from packaging to content to digital rollout. This wasn’t a redesign. It was a brand built from zero — the perfect case for a Full Vault engagement.

Challenge

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.

System & Process

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.

Initial brand book design

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.

Results

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.