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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

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!

Color Palette

Illustrations

Illustrations

Icons

Icons

Environmental Design
Environmental Design

In collaboration with CallisonRTKL

Brand Book

Brand Book
Social Content
Social Content

Studio Photography

Studio Photography
The Web