Roo’s Holistic Pet Supplies is a three-year-old business who are unique for their holistic, natural approach to pet products. Although distinct from their competition, a reimagined Roo's brand identity system aims to help this company gain brand awareness, making their presence well-known in the community of Muncie, Indiana. Three dog illustrations were created for three lock-up solutions, which correspond with services Roo's provides. 

A main logo, boarding service logo, and consultation logo were chosen and distinguished by color. The new design prioritizes maintaining the linear qualities of the original logo, which can convey the whimsical and speedy nature of their inspiration: their dog. Each dog illustration is also made up of five lines, which correspond with five pillars of their business: playful, dynamic, healing, friendly, holistic. Roo is a dog breed called a whippet, a dog similar to a greyhound and known for their speed. The logos aim to highlight the energy and rejuvenation given back to this dog after healing holistically. A brand identity guide was additionally created for visual consistency in the brand’s usage.