Client
Marpet
Industry
Health
Skills
brand_strategy | visual_identity
Forever babies
Pets are like forever babies – they may age, but they never grow. Pets are also straight up family, and just like us they need insurance. When we started working with Marpet, we’ve discovered the world of pet insurance companies, which is surprisingly alive and barking (or meowing, we love everyone). But Marpet isn’t a pet insurance company, if it was consistently considered as one to its audience, due to certain attributes one usually connects to corporate businesses – from its language to its business model. This somewhat works pet owners but for vets it means fewer opportunities for growth and fewer resources for better care. Our mutual process kicked off as we defined together a new brand identity that’ll help them grow (but in forever baby kind of way).
Pets and vets
After framing the pain points for Marpet, we’ve mapped out the audience’s pain point – pet owners will feel uncertainty, get defensive and worried, and feel guilty for “saving money on treatment”, while vets will feel conflicted, guilty and frustrated. We’ve then concluded that the financial aspect robs both sides of the potential experience they can have, and so we need to create a brand that diffuses this issue. For the positioning, we decided on PET CLINIC. The brand essence is TREATING WITH PEACE OF MIND, and its purpose is ANIMAL WELLBEING. This helps Marpet put their building blocks back in place and sends them forward with a brand backbone that makes better sense.
With owl my heart
Marpet’s new brand language uses softness to promote the ideas of treatment and wellbeing, rather that of insurance and business. The color palette consists of two shades of green – dark yet gentle and neon – a soft blue and a greyish lilac. The new logo is made of two circles in slightly different heights, that create the look of a animal in a soft and round way. On of them even has a pair of eyes on it. For the photography, we’ve divided it into end customers and vets.
The first ones are shown holding and loving their pets, and engaging in relaxing and positive activities with them. Vets are shown holding them in a thoughtful, reassuring way. We’ve designed fun icons for Marpet, and to introduce further softness, we’ve also designed and incorporated illustrations with the same round shapes from the logo. They don’t look like any familiar animal – but that’s just part of the light heartedness Marpet needs. After all, working with forever babies has a lot of heart in it.
