Brand identity / app concept

Kit

A pet-adoption brand and app concept expanded from a packaging assignment into a full identity system, brand guide, app flow, and business collateral.

Project overview

Expanding a small idea into a brand and product ecosystem.

Taking a previous work and creating a brand from it was the first step of this project. The original source was a sustainable packaging assignment about an essentials kit for first-time kitten owners. From there, I developed a broader mission, target market, competitive context, app concept, business collateral, and branding guide.

Turned an earlier packaging project into a larger brand strategy.

Defined a mission around adoption, education, and care.

Built an app flow around simple, useful pet-owner tasks.

Extended the identity across digital and business collateral.

Starting point

Moving from packaging to a bigger adoption concept.

To move beyond pet materials, I established a mission statement, target market, and competitive direction. The app needed to be unique and marketable while still retaining a productive, user-friendly flow.

Brand strategy

Research, positioning, and logo development.

I researched adoption agencies, reviewed competitors, ran a poll, and visited animal shelters to clarify Kit's mission and positioning before moving into identity design.

Brand strategy The guide defines mission, positioning, attributes, and target market.

Identity system The final typographic logo uses a simple dog tag as the dot of the i.

App architecture

Designing an app that supports attentive pet care.

The app is geared toward cat and dog owners who want to be more attentive in their pets' lives. I maintained the brand's color scheme and image treatment throughout the interface, while keeping a consistent bottom menu for Home, Profile, and Settings.

App experience

Simple paths for tracking and support.

The main menu lets users choose between Tracker, Assistance, Resources, or Shop. The Tracker feature documents vaccination records, diets, and activity, then turns that information into useful dashboards.

Profile Pet information is organized into a clear owner-facing profile.

Main menu Four large options make the app easy to scan and enter.

Assistance Support resources are kept close to the main navigation.

Tracker Activity and care data are translated into a dashboard-style view.

Records The interface supports practical record keeping for pet care.

Resources Educational content supports adoption, care, and confidence.

Brand applications

A consistent identity across collateral.

The final system extends the Kit identity beyond the app, showing how the brand can live across everyday business materials.

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