THE FABULOUS PET SHOP: A FAIRY TALE BRAND

Credits & Description:

Category: Small Scale Corporate Identity Schemes

Advertiser: THE FABULOUS PET SHOP

Product/Service: PET SHOP

Agency: INDUSTRIA NACIONAL DESIGN

Date of First Appearance: Nov 5 2009 12:00AM

Entrant Company: INDUSTRIA NACIONAL DESIGN, Rio de janeiro , BRAZIL

Entry URL: http://www.ofabulosopet.com.br

Creative Designer Director: Bruno Bertani Jr (Industria Nacional Design)

Designer/Illustrator: Eduardo Sa (Industria Nacional Design)

Designer: Fernanda Novaes (Industria Nacional Design)

Media placement: all brand issues - city - november/december

Media placement: products - in the pet shop - january/february



Describe the challenges and key objectives

Create naming and branding to a dream new pet shop. The investors come from the most important zoo in the city and before that they were biologists – then they've loved animals since childhood. They want to create the best and most unbelievable pet shop in Rio. The pet shop comes from their deepest dreams!



Describe the brief from the client

In Brazil we have a curious phenomenon – pet shops are non creative stores. They’re boring and all look pretty much the same. The names, the brands, the accessories and stores themselves are ordinary. There’s neither much personality nor branding thought underneath these businesses.



Describe how you arrived at the final design

In order to be a fantastic pet shop, we started creating a name as one of a fairy tale: “O Fabuloso Mundo dos Pets” – that means “The Fabulous World of Pets”. With this fantastic name, creation would be free and ready to create a poetic and really new brand. We created a brand from imaginary animals which, with their similarities with cats, dogs, fishes and birds, brought about our fantastic world.



Give some indication of how successful the outcome was in the market

The new pet pet is going well in the beggining of his operation and was release as a enormous buzz in the city. Evebody loves the brand and their products.