In a marketplace with no real individuality, our brief was to create a fun exciting brand pet care brand with a different kind of stand out and appeal. We went beyond the brief, creating a name and identity that is credible, ownable and compelling.
We took inspiration from what other brands were doing outside of the insurance market, creating Everypaw as a bold, digitally led pet care brand that can evolve with time and technology. We wanted it to be disruptive, combining the comms of a big brand with the focus of a specialist.
Creatively it has a fun user generated feel, targeted at a young, family and professional audience who want to generate and create the content they engage with. Using memes and personality to build a brand that really connects with people and also allows them to connect, engage and be part of the content generation.
We chose a bright primary colour palette, a loud font, and mixed these with meme’s and lols for imagery. A strong language platform was then added that is fun but emphasises the care aspect.
Working with Good has been such a great experience. They fully understood our vision and together we have developed a fantastic brand where the creative is executed perfectly. They are a pleasure to work with and extremely accommodating.Faye Caligari Direct and Digital Channel Manager