Papaya Pet Care

Strategy

Naming

Identity

Web

Packaging

Print

Illustration

Environmental

Investment firm Accord Capital entrusted the LK team to help them build a new veterinary clinic brand. From finding a name that would perk up a pet's ears to building an illustrative visual identity suite, we created their holistic brand system. We also served as a long-term creative partner, designing key environmental elements, taking adorable photos of pets, implementing a scalable content marketing strategy, and so much more.

Strategy

After diving into extensive qualitative research and conducting stakeholder interviews, we realized Papaya could differentiate itself with a care model that prioritizes the pet's perspective with a veterinary methodology called Fear FreeⓇ. Fear Free considers animals' emotional and physical well-being throughout the entire vet visit.

With pet-friendly clinic environments, an entirely Fear Free Certified team (including a few of us at LK!), and a proprietary telehealth app, Papaya resonates with a digital-first demographic who want the very best care for their pets.

Naming & Identity

The name was selected because it was ownable, memorable, and dynamic. We imagined a dog or cat getting excited about the word Papaya—just as they would with "walk" or "treat"—creating a positive association with seeing the vet. Best of all, papaya can be a nutritious snack for pets!