{"id":12720,"date":"2023-05-01T16:38:09","date_gmt":"2023-05-01T07:38:09","guid":{"rendered":"https:\/\/designcompass.org\/?p=12720"},"modified":"2023-05-01T23:10:11","modified_gmt":"2023-05-01T14:10:11","slug":"pets-at-home","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2023\/05-1tp-3tea\/01\/pets-at-home\/","title":{"rendered":"Pets at Home: A design that conveys a message, not to fill it"},"content":{"rendered":"

Pets at Home, the UK's largest pet care conglomerate, has teamed up with design studio Nomad to rebrand a range of services across the group.<\/p>\n\n\n\n

Pet's at Home, which conducts various companion animal-related businesses in the UK, needed to strengthen its identity by combining various businesses. From the identity of the entire group to veterinarians, foundations, and grooming, various businesses have been rearranged around the keyword Pets.<\/p>\n\n\n\n

Ash Watkins, Creative Director of Nomad Studios, says it naturally expanded as the project progressed. We designed all contact points from language and visual identity to online and offline spaces.<\/p>\n\n\n\n

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\u00a9Nomad Studio 2023<\/figcaption><\/figure>\n\n\n\n
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\u00a9Nomad Studio 2023<\/figcaption><\/figure>\n\n\n\n
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designer's eye<\/strong><\/h3>\n\n\n\n

Nomad drew shapes inspired by footprints and fingerprints. It melted into the entire identity and expressed the relationship between a companion animal and its owner. The iconic green has been changed to be a bit brighter and fresher and can be used against a darker green background.<\/p>\n\n\n\n

Pets Headline, developed jointly by Nomad and Colophon, is attractive. Developed for use on all channels, from grooming to veterinarians. They say they chose a rounded serif style with unique characteristics to express joy and trust.<\/p>\n\n\n\n

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\u00a9Nomad Studio 2023<\/figcaption><\/figure>\n\n\n\n
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\u00a9Nomad Studio 2023<\/figcaption><\/figure>\n\n\n\n

The second typeface is Pets Sub Brand, which is used only to display the sub-brand with the wordmark. Featuring tail-shaped descenders and sloping ascenders, it was designed to have the same characteristics as the logo while highlighting the sub-brand.<\/p>\n\n\n\n

Nomad created images that tell the brand's story, not just stock images to fill a space. Hannah Warren was commissioned to do illustrations depicting unexpected and humorous situations, and portraits were shot to elevate Liz Seabrook and each pet's personality.<\/p>\n\n\n\n

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\u00a9Nomad Studio 2023<\/figcaption><\/figure>\n\n\n\n
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\u00a9Nomad Studio 2023<\/figcaption><\/figure>\n\n\n\n
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\u00a9Nomad Studio 2023<\/figcaption><\/figure>\n\n\n\n
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Editor's Note<\/strong><\/h3>\n\n\n\n

In a way, I wondered if the personality of each sub-brand would disappear, just like when the identity of a public institution in Korea was changed, but rather the design that strongly reveals the relationship between companion animals and companions at the center of all actions feels more attractive.<\/p>\n\n\n\n

And the design results created to convey the thoughts of the company and service more clearly are persuasive, rather than simply making various design elements to follow other companies because they do a lot. The lightly swaying word mark is also very attractive.<\/p>\n\n\n\n

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More and Sources<\/h2>\n\n\n\n