Petco is one of the leading pet supply retailers, but has trouble standing apart from its competition. So with that in mind, my goal was to recreate the brand in a distinctly Petco way.
The main way this was accomplished was by choosing a fun, playful illustration style that I work with personally. The illustrations themselves star a new line of mascot characters, featuring the original dog and cat of their previous logo.
Each major pet category has a mascot that can be used for specific advertising, while the dog, McRuff, and cat, Miss Mew, can be used for more general work. All of which can be found in the brand book I worked on for this campaign.
A series of posters featuring the two, show off several of Petco’s services that encourage pet parent participation or cost effective alternatives to their standard services. The series uses a dose of good humor as well as cozy, wholesome imagery to encourage shoppers to investigate and learn about the programs.
I designed these to live in locations that offer these services or have a location nearby that offers them. With that in mind I wanted them to be eye catching, both in bold colors and the illustrations themselves.
Gift cards and totes are prime candidates for cute illustration to again entice customers to not only buy, but come back. New designs can be put out frequently, especially with holidays in mind.
Something else that would be fun with having mascots is stuffed chew toys of the mascots. They can always serve their primary function of being chew toys, but if some kids want them as stuffed animals, who am I to say no? They could be part of the Petco brand line of pet products.