The Client
Petscribers is a digital prescription service set up by practising vets, with a mission to remove barriers to purchasing veterinary medications online, making medication affordable and accessible to all, with the end goal of improving animal welfare.
The Challenge
As a new platform in a tightly regulated space, the brand needed to strike a careful balance: clinical but not cold, digital but not detached. The identity had to reflect the trust and expertise of veterinary professionals, while staying warm, simple and friendly for everyday pet owners navigating treatment plans.
The Process
We began by exploring how the brand could visually and verbally communicate its core idea - designed by vets, made for pets. Through collaborative workshops and moodboarding, we identified two key principles to anchor the creative direction: care and clarity.
From there, we developed a bold yet soft visual system centred around the interaction between people and pets. We worked closely with the Petscribers team to ensure every detail felt intentional and usable across both vet-facing and consumer-facing contexts.
The Solution
The final identity brings together function and feeling. At its heart is a bespoke logo mark - a leaning ‘P’, referencing the cursive motion of signing a prescription. The dot that follows creates a visual pairing: prescriber and pet.
We chose an open-source sans serif for the logotype that felt contemporary, accessible and confident, paired with Sentient, a serif display font that adds warmth and humanity to headlines. This contrast represents the dual audience: professional yet personal.
Colour played a key role in evolving the new brand identity. We moved away from a colder aquamarine from the previous brand and introduced a more distinctive set of greens. A deep, confident Dark Green provides a strong foundation for body text and darker themes. A more vibrant Bright Green is used for accents and UI highlights, injecting energy and standout moments across digital formats. Supporting shades include Cream and White to bring lightness and flexibility, helping the core colours stand out. The overall palette is warm, organic and ownable - setting Petscribers apart.
From typography to layout, every element was designed to reflect a sense of reassurance, without losing the energy of a brand ready to challenge convention in the pet healthcare space.
