Shaping the next phase of the Sure Petcare brand

Many brands have failed to adapt and change with the times but I wasn't going to let it happen to this one.

Starting point: Sure Petcare 1.0

A quick snapshot of how the brand looked prior to an extensive overhaul of some of the key visual elements like colour and typography.

Colour palettes

The primary grey was really starting to feel washed out compared with the direction other companies were taking.

Furthermore the accent palette was divided into category types such as Cat Flaps and Feeding Bowls which meant they were only usable in certain situations. Also as new product lines were added the question was – what colour do we use next!?
Font usage

Source Sans Pro had been our main typeface for almost everything. Great for paragraphs but as a display font for large headings it suffered.

Verveine and Pacifo were meant to fill the gap but as we navigated more into the technology space these had become less suitable.
Feeling dated

The website is a prime example of how the brand has become less interesting and exciting compared to competitors.

Main considerations for the brand update

Brand evolution

It's important not to shock your customers with a massive brand change but to incrementally update. We needed to keep the core of the colour palette, but still align it with modern expectations.
Following WCAG guidelines

These guidelines consist of a wide range of recommendations for making web content more accessible. One you cannot ignore is the required contrast ratio between text and backgrounds – see below 👇
Colour hierachy

Mapping out the colour hierarchy really helps visualise how often each colour should be used and how they interact with one another.

Turning colours into guidelines

This updated colour palette would be used by marketing teams globally, so I needed to provide some context and heirarchy in an understandable format.

Putting it all together

A set of guidelines doesnt mean much until they’re applied in a real-world scenario. Here’s an example – a landing page created for Covetrus, a global animal health technology and services company.