THE FABULOUS PET SHOP Design & Branding A FAIRY TALE BRAND by Industria Nacional & Dialogo Design

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Industry Pet Food, Pet Care Products & Services, Retail, Distribution & Rental companies, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Industria Nacional & Dialogo Design
Designer Fernanda Novaes
Released November 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Product/Service: PET SHOP
Date of First Appearance: Nov 5 2009 12:00AM
Entrant Company: INDUSTRIA NACIONAL DESIGN, Rio de janeiro , BRAZIL
Entry URL:
Creative Designer Director: Bruno Bertani Jr (Industria Nacional Design)
Designer/Illustrator: Eduardo Sa (Industria Nacional Design)
Designer: Fernanda Novaes (Industria Nacional Design)
Media placement: all brand issues - city - november/december
Media placement: products - in the pet shop - january/february

Describe the challenges and key objectives
Create naming and branding to a dream new pet shop. The investors come from the most important zoo in the city and before that they were biologists – then they've loved animals since childhood. They want to create the best and most unbelievable pet shop in Rio. The pet shop comes from their deepest dreams!

Describe the brief from the client
In Brazil we have a curious phenomenon – pet shops are non creative stores. They’re boring and all look pretty much the same. The names, the brands, the accessories and stores themselves are ordinary. There’s neither much personality nor branding thought underneath these businesses.

Describe how you arrived at the final design
In order to be a fantastic pet shop, we started creating a name as one of a fairy tale: “O Fabuloso Mundo dos Pets” – that means “The Fabulous World of Pets”. With this fantastic name, creation would be free and ready to create a poetic and really new brand. We created a brand from imaginary animals which, with their similarities with cats, dogs, fishes and birds, brought about our fantastic world.

Give some indication of how successful the outcome was in the market
The new pet pet is going well in the beggining of his operation and was release as a enormous buzz in the city. Evebody loves the brand and their products.