building brands dedicated to pets
and their families
hallo,
my name is Sonya Mudvex. I am very proud to present the first part of the projects my super talented team and I created from scratch.
working in this field is very inspiring. I always keep in mind that my final customers would be pets. dogs, cats, rodents, all these animals are beloved and vitality important for their families. if I can apply my professional expertise to make their lives better, I will do my best. I really do love pets. the world is brighter with them.
pet food, non-food, hospitality, supplements, festivals and communities, gadgets, training etc. since I have been working in a pet industry, I have got high expertise in being responsible for pet brand development and design.
enjoy and smile :)
modern hotel for pets
creating a place, where pets will find their temporary home, was a very exciting process. we found strong insights in the surveys we conducted. we used them to build brand positioning.
the idea of making "a place like home (or better)" came from the understanding that leaving your pet somewhere is a huge stress. each of our team members faced such problems.
we used a metaphor "emotions" and implemented it through a symbol system combined with bold and funny copywriting.
sonya mudvex | art direction, brand positioning, copywriting, graphic design
graphic designers | mark kholodaev, ekaterina ermolinskaya, daria shevirenkova
interior design: paum family
bonsy
bonsy produces products for hygiene and care for cats and dogs. such as shampoos, soaps and balms for paws, insect collars, urine marking liquidators, skin and fur care products etc.
we purposely made the brand identity colourful and used illustrations instead of usual photos of pets. this approach has helped us to build up from competitors, especially on the shelves at stores. unique stylized floral elements on a background became a tool for highlighting each of the brand's product lines.
sonya mudvex | art direction, copywriting, brand positioning
graphic designers | vil akhunzyanov, daria shevirenkova
illustration | vil akhunzyanov
tappi
a brand produces modern accessories, clothes, toys, interior items, funny goods (such as soap bubbles) etc. for cats and dogs. tappi has a lot of products and diverse product lines. how to differentiate between them?
so, we created "the world of tappi". this metaphor gave us an idea of drawing funny creatures, "the residents" of the "unique world of tappi". bold, vivid, fascinating, diverse. there are adventures at every turn!
sonya mudvex | art direction, brand positioning, copywriting
graphic designer | daria shevirenkova
le lap
le lap offers stylish accessories for those who pay attention to the appearance and quality of everything that surrounds them.
high quality materials, handmade, individual design.
sonya mudvex | art direction, brand positioning, copywriting
graphic designer | mark kholovaev
petsmack
natural freshly made food for cats and dogs. the name petsmack comes from the word "smack" which literally means "so delicious that my pet is smacking loudly while eating".
we designed simple emblems and specified colours for each type of meat. numbers on the packaging define a recipe number.
sonya mudvex | art direction, naming
graphic designer | mark kholodaev
2U
tasty round supplements as treats. little helpers that are called to support well-being of your beloved pets.
we developed a fresh idea for a brand after presenting a name. literacy, we presented a game of meanings and words. the main idea of a name 2U, first of all, came from "to you" - I am next to you, I want give it to you etc.
a client just wanted to launch vitaminized supplements for pets. but our team came up with an idea of producing 2 tastes of treats, dividing design layouts into 2 parts and using 2 colours for packaging. the number 2 is significant at all stages.
sonya mudvex | art direction, copywriting, brand conception
graphic designer | mark kholodaev
petshop days
the first and largest festival dedicated to pets in Russia. it has been held every year since 2017 in 2 main cities: Moscow and Saint-Petersburg. each new year a team of a design department creates a new brand identity for the festival. I want to present my favourite identity developed by me team and me in 2019. that year, over 120.000 guests in Moscow and over 35.000 guests in Saint-Petersburg visited the festival.
the identity was built on simple illustrations and a modular layout system. we divided each of the layouts into parts and placed visual and semantic accents. a properly built design system helped us to avoid headaches when we implemented it on the hundreds of different forms.
I am very proud I took a part in creating the festival as a team member at the beginning. petshop days is one of the most impressive places I have ever visited. thousands of happy people and hundreds of pets. the atmosphere here is always indescribable.
a talented team of illustrators drew a sticker set for Telegram messenger. we launched them right before the festival as an additional promotion. you can still find them there.
in 2020 in the first year of the pandemic we launched an online version of the festival. you can check it here petshop days 2020
sonya mudvex | art direction, brand positioning, graphic designer
graphic designer | mark kholodaev, alina sultanova, ekaterina ermolinskaya
illustrations | vil akhunzyanov, nina mikhailova
petlovers
I was working on a rebranding project for one of the biggest pet retail company in Russia. an idea of community appeared in my mind as an unexpected insight. I offered this idea as an extra tool for strengthening my clients' position in the pet market. social projects are always a good idea.
a client liked the idea and let us work on it. I created a simple and clear name "petlovers". together with my teammate we designed a strong logotype using a symbol of a ribbon. the sign combines 2 images: a worldwide symbol of awareness and a nose of a pet. the simpler, the better.
unfortunately, the priorities were changed and we focused on the other business tasks. petlovers didn't turn into life. but, I believe that one day it can happen. and I would love to join such a project.
sonya mudvex | brand idea, naming, art direction
graphic designer | mark kholodaev
thank you for watching,
part 2 to be continued ...
I am ready for cooperation. feel free to contact me)
some of the advertisements are created only for my personal portfolio to show how brand identity works and don't exist in real live.
photo credits: unsplash | shutterstock (licensed) | petshopru company sources
