Thoughtful Paw Brand Identity
A pet store that does it all! The Thoughtful Paw has supplies, adoption centers, and extremely helpful and knowledgable staff. Wanting to communicate that through branding, I came up with a fun, colorful, inviting design.
Process and Ideation
My first step is always a mood board. I felt that an illustrative and colorful style would work best, so I looked for bubbly and eye-catching typefaces, as well as bright and exciting color palettes.
While working on the logo, I also decided I was going to start on my illustrative elements. Since this was a full brand identity, I knew I’d need to have mockups of several items, including interior and exterior signage, a paper system, and merchandise; I chose to create an illustration that I could use throughout. I asked friends and family for pictures of their pets and got to work in Procreate.
Referencing my mood boards, I started working on coming up with a name and a logo that matched the style and feel I was going for. I came up with a word list and a couple of tentative names, such as Lending a Paw and The Thoughtful Paw!
I created two different versions of my logo for my first round drafts. I loved the lightbulb idea because it had everything I wanted; it felt cute and welcoming and evoked thoughtfulness in all the right ways.
Final Design and Mockups
Below I have all of the items I created for this brand identity. I came up with a logo design, three branded merchandise options, a paper system, and interior and exterior signage.
Branding items: Logo & paper system
Wearables: Staff t-shirts & pet bandanas
In-store: Mural, exterior signage, and paper bag
This was one of the most fun projects I’ve ever gotten to do. I really enjoyed creating something to be used across a lot of elements and doing the work to make sure that it was as cohesive as possible. It taught me a lot about brand identities and just how much work goes into them.