Lucy’s Pet Store

Sector
Pet store
Year
2017
Kit
Brand Kit
Scope
Competitor review, characters, logo, color, typography, brand presentation, packaging, event kit, social posts (2017–2021)
Hands holding a tablet showing the Lucy's product icons in teal, pink, lime and grey: a food bowl, a collar, a cat bed, a toy mouse, a carrier, treats and a sale tag

01 · The brief

Lucy's is an online pet store in Israel that calls itself a social pet store: part of every order buys food for dogs and cats in animal shelters. It's named for Lucy, the founders’ adopted dog, and Herzel, a cat.

The review that came before any drawing, in April 2017, found most Israeli pet stores branded in English and in loud orange, blue and green. The one store also donating food to shelters barely mentioned it on its site.

The challenge

  1. Let Lucy do the talking, so buying dog food feels like dealing with someone.
  2. Hold both halves of the store: shopping for your own pet and donating for someone else's.
  3. Stay readable small, from a Facebook avatar to the side of a shipping box.
Lucy’s Pet Store brand identity in use

02 · Sketch

Drawn by hand first

Every Brand Kit starts here, on my iPad, before any vector work.

Two hand-drawn Lucy's sketch sheets: six freehand black-line studies of a dog's head at different angles; and a first character sheet with a shaded dog and tabby cat marked A, and two outline versions marked B, a round badge with a yellow dog and green cat and a brown dog and orange cat over a green LUCY'S sign
Sketch
Lucy's logo: a brown dog with a red collar and a grey cat resting their paws on a teal sign reading LUCY'S, over the Hebrew for social pet store
Final logo

03 · Color & type

  • Sign Teal
    Hex
    #8CD8CD
    RGB
    140 216 205
  • Outline
    Hex
    #2D2023
    RGB
    45 32 35
  • Collar Red
    Hex
    #EE274F
    RGB
    238 39 79
  • Taupe
    Hex
    #977F72
    RGB
    151 127 114
  • Lime
    Hex
    #CCE315
    RGB
    204 227 21
  • Grey
    Hex
    #939192
    RGB
    147 145 146
  • Pale Mint
    Hex
    #E3F3F0
    RGB
    227 243 240
  • Sand
    Hex
    #E4DBD5
    RGB
    228 219 213

04 · Media Kit

05 · In use

Lucy's applied: an open sketchbook of Lucy and Herzel's poses; a shipping box lid with Lucy over a pink ribbon and Herzel upside down under it; a golden retriever in a red Lucy's bandana; a teal chart of recommended and forbidden foods for dogs; a white t-shirt with the logo; and a white treat pouch with the logo
Cover of the Lucy's brand presentation: Lucy on teal beside a speech bubble reading nice to meet you in Hebrew

06 · Handover

What they left with

  • Logo
  • Versions
  • Color
  • Type
  • Mockups
  • Character poses
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