SMPL Pet Co.

SMPL Pet Co.

Brand Identity · Packaging · Digital Experience

SMPL Pet Co. was created with a clear intention: to design a pet wellness brand that feels simple, warm, and instantly trustworthy, while still communicating scientific credibility. The brand is built around the idea that taking care of pets shouldn€™t feel complicated or clinical. Instead, SMPL focuses on clarity, emotional connection, and ease of use €” allowing dog owners to quickly understand the product, trust the formulation, and feel confident in their choice.

At the core of the brand sits a single, straightforward promise: Healthy pets, happy lives. Rather than positioning SMPL as a purely technical supplement brand, the visual and verbal language was shaped to feel friendly, optimistic, and human. The identity avoids medical coldness while still maintaining a responsible, well-structured tone that supports the brand€™s wellness positioning.

Visual Identity & System

The logo system was designed to be highly recognizable and approachable, integrating a simplified dog face directly into the wordmark. This creates an immediate emotional cue and strengthens the bond between the brand, pets, and their owners. The identity was built as a flexible system, allowing it to scale seamlessly across packaging, digital platforms, social media, and print applications. Supporting graphic elements and secondary marks enhance recognition without overpowering the core logo.

Packaging Design & Digital Experience

A bold and optimistic color palette plays a central role in the brand system. Each product category is assigned a distinct dominant color, making it easy to differentiate products both on shelf and online while preserving strong overall brand consistency. Organic shapes and flowing graphic elements subtly reference movement, balance, digestion, and calmness, depending on the product benefit. Packaging design prioritizes readability and structure, ensuring that product names, benefits, and key ingredients are immediately clear and accessible. The digital experience follows the same principles €” simple navigation, clean hierarchy, and a calm, friendly interface that supports effortless product discovery and purchasing.

The result is a cohesive brand system that balances emotional warmth with functional clarity. SMPL Pet Co. is designed not only to look inviting, but to scale, perform, and build long-term trust across physical and digital touchpoints.