Date
2024
Client
Vetnique
Vetnique
HEART & SCIENCE.
Vetnique Labs is a pet health brand that is “vet founded, vet formulated, vet recommended”. The brand had always led with science, clinical efficacy, and function. Which makes sense coming from a veterinarian founder. But they were missing a big part of their brand story: the heart and love that goes into caring for the unique, one-of-a-kind pets that become such a big part of our families.
They were also missing brand recognition and awareness, as some of their individual functional products were better known than the brand itself. Our job was to create a masterbrand design system that would boost awareness, reinforce vet science, and bring out the ‘nique.
Work
Identity, Package Design, Portfolio Architecture
A HEALTHY CHECKUP.
The pet care category is a difficult one to navigate, as Vetnique needed to both fit in and stand out in several places: at the vet office, at club stores, in mass retail, in premium pet boutiques and on digital shelves, too. We wanted to create a more powerful brand identity, as well as make the system easily shoppable for pet owners. Part of balancing science and emotion was dropping “Labs” from the name, but keeping the cross to signal care. We developed the “V” into a positive check mark to signal trust, efficacy, and a successful return to health. The check mark also gave us a recognizable, extractable element to put in the brand’s toolbox to help build awareness.
FETCHING DOGS. AND CATS.
Pet imagery is crucial to any pet brand. Rather than go for purist perfection, we went for peak personality. We imagined the candid shots on every pet parent’s camera roll — those in-the-moment images that capture all the unique ways our dogs and cats endear us, from goofy grins to sleepy snuggles. We also paired each pet with a favorite toy — play being another way dogs tell us they’re in good health. The final part of the puzzle was an exercise in order and organization — making sure pet owners could find the brand, then find the product they needed, then learn why it was right for them.
The end result is a system in greater harmony and balance; blending newness with familiarity, science with heart, and critically — vet with unique.
