Project Overview Client: Fetch

Industry: Pet Care (Online Pet Shop)

Project Brief:

The client needed a logo design that would encapsulate their brand values of loyalty, passion, quality, sustainability, and a warm, friendly experience. The logo should reflect the natural beauty and organic charm of their products while being unique and easily recognizable. The design needed to blend sophisticated formality with playful curves, mirroring the delightful curves found in their store products.

Brand Representation: The logo should visually communicate Fetch's commitment to high-quality, sustainable pet care products.

Simplicity and Charm: The design should be simple yet charming, capturing the essence of joy and natural beauty.

Versatility: The logo should be strong and recognizable, whether used with or without the tagline.

Audience Appeal: The design should resonate with pet lovers who value quality, sustainability, and a friendly shopping experience.

Concept Development

Initial Ideas: Incorporate elements that reflect the natural and organic aspects of the brand.

Use of playful yet sophisticated typography to represent both the formality and the friendly nature of the brand.

Create a design that is versatile and can be easily recognized with or without additional text.

Chosen Concept: The final concept involved using a bold serif font with rounded edges for the brand name. This approach combined a touch of sophisticated formality with playful curves, creating a unique and charming vibe. The font’s curves subtly mirrored the organic shapes found in Fetch’s products.

Typography - Font: A bold serif font with rounded edges was chosen to convey both sophistication and friendliness.

Styling: The rounded edges and playful curves create a warm and inviting feel, while the boldness ensures the logo stands out and is easily recognizable.

Illustration Element: Unique brand illustrations of dogs, cat, bowls, balls and food packaging such as a can and bag of food.

Design Execution: The illustrative elements are designed to be simple yet distinct, ensuring it complements the brand without overpowering it.

Color Scheme: Off black, white, deep purple, burnt orange, burnt yellow, and beige.

These colors were chosen for their warmth and natural feel, reflecting the brand’s commitment to natural products and a friendly atmosphere.

Off Black and White: Provide strong contrast and clarity.

Deep Purple, Burnt Orange, Burnt Yellow, and Beige: Add warmth and a touch of natural beauty, enhancing the organic charm of the brand.

Visual Description -

Text: The word 'Fetch' is in a bold serif font with rounded edges, creating a balance between formality and playfulness.

Color: The logo primarily uses off black for text however the logo has been designed to ve used in all colours.

Application Versatility: The logo is designed to be scalable and can be used across various mediums, including:

Website

Product packaging

Marketing materials (flyers, brochures, social media)

Store signage

Consistency:

The use of a cohesive color scheme ensures consistency across different applications, maintaining the logo’s integrity and recognizability.

The final logo successfully meets the project objectives:

Brand Representation: The bold serif font effectively communicates Fetch’s values and focus on quality pet care.

Simplicity and Charm: The simple yet charming design captures the essence of joy and natural beauty.

Versatility: The logo is strong and recognizable, whether used with or without the tagline.

Audience Appeal: The friendly and sophisticated design resonates with pet lovers who value quality, sustainability, and a warm shopping experience.

The Fetch logo design project demonstrates how thoughtful integration of brand values with modern design principles can create a strong, professional, and charming brand identity. The final logo not only meets the client’s brief but also stands out in the competitive market of online pet care, ensuring Fetch is instantly recognizable and memorable.