Veterinary brands have traditionally been built on authority.
Clinical spaces. Technical language. Emotional distance.
An approach designed to signal professionalism, but one that often leaves pet owners feeling anxious, intimidated, and unheard.

Petfolk was founded to do the opposite.

Built by veterinarians, Petfolk believes emotional care is as important as medical care — that trust sits alongside treatment, not beneath it. The brand was created around a simple but powerful belief: care doesn’t begin at diagnosis, it begins with reassurance. Our challenge was to create an identity that didn’t simply claim warmth, but genuinely behaved with care across every interaction.

The work draws from the everyday gestures that define relationships between people and their pets — the licks, wags, rests, and routines that form the quiet language of trust. Rather than leaning on familiar clinical symbolism, the identity replaces distance with presence, shifting veterinary care from an institutional service to a shared experience.

From typography and colour to illustration, language, and space, every design decision was made to reduce anxiety, remove hierarchy, and make care feel collaborative rather than prescribed. The pet-tag logo creates a subtle smile in the mind — a small, recognisable signal of familiarity and belonging. The visual system was designed to live seamlessly across physical clinics and digital environments, ensuring consistency without rigidity.

Bespoke typography carries the playful personality of pets into every interaction, balancing warmth with clarity and professionalism. Colour palettes regulate emotion rather than stimulate it, while illustration focuses on companionship instead of procedure. The result is a system that feels calm, human, and reassuring — never decorative, never performative.

This project was about restraint, not noise.
Behaviour, not embellishment.
Design as a tool for care, not communication alone.

Petfolk doesn’t just look like care.
It practices it.