Fetch!
Back to PortfolioFetching brand for pet transport start-up.
Project scope
Brand naming
Identity design
Guidelines
IP protection
The brief
A new firm of animal taxi providers came to Design Inc for brand naming and design support recently. Our client was looking for a fresh and accessible brand that would appeal to a younger demographic of pet owners, who may be requiring transportation for their animals. Trips may be booked via an app, including the most popular requests of journeys to and from the vets, pet sitters or boarding kennels.
The approach
‘Fetch!’ was the preferred name from the researched and proposed shortlist. It was selected due to its double value in both describing the service and the strong association with dogs – the most popular pet to be carried. The name came with personality, and a jaunty treatment of the wordmark resulted in an effective outcome for the new business – professional yet informal. Design Inc recommended and managed the process of investigating the possibility of copyright protection of the name by a specialist IP law firm.
The outcome
The contemporary and slightly playful name and brand identity for Fetch has resulted in a differentiated, approachable yet professional looking pet transport business. The brand assets – including styled imagery, graphics and icons – were all created to complement the identity further develop the personality of the company and in time applied consistently across all brand touchpoints and communication channels – digital and traditional media. The attractive consumer-facing brand also works well on a planned series of merchandise and apparel for the employees or future franchisees.
The reaction
“Design Inc lived up to the recommendation I had from a friend who had used them previously. Not only was the work great – and still makes me smile, but the process and progress were communicated clearly throughout. In addition, any potential additional advice or guidance required related to protection of the IP was flagged by the helpful team in advance of being needed.”
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