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New Logo and Identity for Pets Corner by Junction Design
 

before

after

Noted Mar. 1, 2017 by Armin

Industry / Retailers Tags /

About

(Est. 1968) “Pets CornerUK Ltd is a United Kingdom based pet retail store chain. Its main area of business is selling specialist pet foods, accessories and treatments predominantly for dogs and cats, but also for small animals, reptiles, birds, wildlife and tropical and cold water fish. The company’s headquarters is in Crawley, West Sussex, United Kingdom. It has 112 stores across the UK. In April 2016 the company acquired competitor retailer PamPurredPets adding an additional 51 stores to its existing portfolio, making it the second largest pet retailer in the UK by store numbers and EBITDA.” (Wikipedia)

Design by

Junction Studio (London, UK)

Related links

Junction Studio project page

Relevant quote
Pets Corner has grown rapidly over the past few years to become the second biggest chain of pet stores in the UK. Unfortunately their branding and design hadn't evolved along with their business model that is now focussed on natural food and products for pets.

We also needed to communicate that they are the most ethical pet stores in the country, while keeping the sense of fun and friendliness that their customers love.

We worked closely with Pets Corner to create a unique and coherent brand across all touchpoints, from posters, barkers, fliers, direct mail marketing and website, down to helping select the wood for their counters.

Junction Studio project page

Images (opinion after)
New Logo and Identity for Pets Corner by Junction Design
Logo.
New Logo and Identity for Pets Corner by Junction Design
Stationery.
New Logo and Identity for Pets Corner by Junction Design
Samples of old look.
New Logo and Identity for Pets Corner by Junction Design
New illustrations by Christine Pym
New Logo and Identity for Pets Corner by Junction Design
New look.
New Logo and Identity for Pets Corner by Junction Design
Posters.
New Logo and Identity for Pets Corner by Junction Design
New Logo and Identity for Pets Corner by Junction Design
Store.
Opinion

I like the dog in the old logo, as it looks like it's high on puppy chow or something and it would be a lot of fun to play with it. Not so much the old typography, which was kind of ghastly. The new logo is a straight evolution that signals the maturity of the brand. The new dog looks like an actual breed and not some crazed shelter concoction. It's a prettier dog for sure but maybe lacks some personality; it's like the dog others dogs hate because it does sit, stay, roll, and play dead on command and its poop doesn't smell. Dog therapy aside, it's certainly a nice drawing. The wordmark is a proper complement; nothing too exciting but nothing to scoff at either. The identity features some extra cute illustrations that are very attractive but I wonder if they are in stylistic opposition of the logo… like they are competing but complementary but competing. Along with the earthy script typography in applications it almost starts to feel like two separate brands. The stationery might be the best bridge between the two… with the back of the letterhead being particularly nice. Overall, a definite improvement but maybe needs more or less commitment to the flowery-earthy-crunchy-granola vibe.

Your opinion…

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Comments


Logo Before & After
Sample Application

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