Pinnacle Pet Group, one of Europe’s largest pet insurance and service organisations, came to us with the brief to create a distinctive visual brand for the UK branch of the business: Pinnacle Pet UK. The brief was to communicate values of trust and expertise and to explore varying degrees to which the new brand emulated the parent company.
In utilising a similar device of the heart nose and smile to that in the logo of Pinnacle Pet Group, we have created a visual relationship to the parent company, whilst continuing to put happy pets at the heart of the brand.
The simple sans serif typeface has rounded curves echoing the fluidity of the smile, contrasting with straight edges, ensuring a friendly, yet authoritative tone. The upward inflection of a smile is reflected in holding shapes on the website, stationery and in internal presentations.
The colour palette of blues, white and an accent of red is evocative of the Union flag of the UK, differentiating it from the parent company, whilst remaining trustworthy and authoritative.
In isolating the smile and tweaking the expressions of the eyes, we are able to bring a more light-hearted side to the design, which can be used to show the brand’s joyful personality in internal stationery and playful signage.
Working closely with the client, we worked through several design stages to develop and finalise a unique set of distinctive brand assets and set of Brand Guidelines, which have been taken in house to develop the website and launch the brand.