Leveraging innovative Facebook advertising, they swiftly ascended to prominence in the pet supplements sector. However, amidst the emergence of numerous new brands vying for attention, distinguished by eye-catching designs, staying relevant poses a challenge.

How do you evolve a successful online brand to compete in an ever more crowded category?

When talking to the founders of PetLabCo., their passion for animals became evident. One described Krystal – a family dog they had as a child. The warmth and love of his recollections were incredibly powerful.

The design strategy was to convey a spirit of ‘actively loved’ – efficacious, healthy, and emotional.

The rebrand built on these feelings, starting from a wordmark where the letters snuggle up to each other in cosy combinations, through to an illustration of Krystal that gambolling playfully and popping up in unexpected places in her signature red neckerchief.

These assets form the heart of a dynamic experience, where emotion, rather than function, define the visual and verbal language.

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