Plusito
2024
Pet Store
Challenge
Pet stores are often built around products and transactions. Shelves are full, communication is promotional, and the emotional bond between people and their pets is rarely reflected in the experience itself. Yet for most pet owners, care is personal, habitual, and deeply emotional.
Plusito was created to shift that perspective. The goal was to build a brand that speaks to pet owners as people who care daily, who return often, and who see their pets as part of the family. The challenge was to design an identity that feels playful and expressive, while remaining warm, trustworthy, and easy to connect with.
Services
→ Branding
→ Social
Plusito needed to feel familiar from the very first visit. Not loud, not overly polished, and never distant. A place shaped by routine and affection rather than impulse, where people feel comfortable coming back again and again.
From this starting point, the concept Pet-it Choice emerged as a natural foundation. It reflects the small, everyday decisions people make for those they love. Choices that are not dramatic, but meaningful. Food, care, attention, presence. Simple actions that repeat over time and build trust.
The visual language was developed to support this idea. Friendly forms, vibrant colors, and playful graphic elements create a sense of energy and movement, while remaining clear and readable across all applications. Expression comes through character, not noise, allowing the brand to feel alive without becoming chaotic.
Rather than aiming for distance or formality, the identity embraces openness. It feels approachable, flexible, and human, mirroring the relationship between people and their pets. This balance allows Plusito to communicate joy and warmth while maintaining clarity and reliability.
Plusito conveys a warm, gentle, and sweet feeling, expressed through minimal line illustrations inspired by the tender, caring way we interact with animals. This visual language extends across all brand applications from shopping bags to gift wrapping, ensuring that this feeling is consistently conveyed everywhere.
This brand is designed around everyday interaction. In-store, the environment feels welcoming and easy to navigate, encouraging people to slow down, explore, and engage naturally. Packaging and signage reinforce recognition through color and personality, making the brand instantly identifiable within its space.
In addition to creating the brand, we also contributed to the visual direction of the website. The brand was applied in full respect of the selected visual elements, with careful attention to user experience, keeping the design balanced and uncluttered, while conveying the feeling of a pet store where care and animal well-being are the central focus.
We had the pleasure of working on the creation of this truly lovable and distinctive brand, one of the most special projects we have developed to date. It gave us the opportunity to step away from strictly serious brand identities and freely explore graphic elements, leaving behind any sense of difficulty or fatigue. This is a brand that radiates joy and delight, a feeling that resonated with us throughout the entire creative process.
