A brand identity for pet health monitoring that is bold in marketing and calm inside the product
Company
Vetti
Sector
Pet health tech
Stage
Pre-launch
Year
2026
Company
Vetti
Scope
Brand identity
Timeline
Under 4 weeks
Credit
Design by BrightStudios, led by Daniel G. Bright
01
The stakes
Pet owners need to trust a health product before they install it. Vetti was pre-launch with no brand surfaces, and the founder needed the company to feel credible before the product could prove itself.
02
The read
The category splits in two. Clinical monitoring devices feel like equipment for sick animals, and owners rarely keep those on a healthy dog. Pet trackers and gadgets feel friendly, but they are hard to believe when they report a problem. Vetti needed to be liked on ordinary days and believed when something changes.
03
The move
We gave the brand two registers with written rules for each. Marketing can be bold, with a vivid orange, a graphic mark and confident photography. The product stays calm: orange is the signature and never a data state, so the brand color never signals alarm. Health data appears as composed scores with plain words such as STEADY, IN RANGE and WATCH THIS, and alerts follow a fixed pattern: state the observation, then give the next step.
04
The system
The mark, called the Trail, is five rising steps. One typeface in two weights carries the hierarchy. Photography keeps the dog as the hero, with orange appearing only as found elements in the frame. A separate data palette for the score rings never touches marketing, and motion is restrained: rings fill once and stop, and the idle status light breathes at the resting rate of a healthy dog. The guidelines run from clear space to alert copy patterns, so the identity also works as a product spec for the app and future collar packaging.
Vetti is building continuous health monitoring for dogs: an app that turns patterns into plain words, with a smart collar on the roadmap. When the project started, the product had no name in market, no visual identity and no public surfaces.
In under four weeks we developed the brand identity: the mark, colour system, typography, photography direction, data display rules, voice and a full set of brand guidelines.
The challenge
01. Trust before proof. Pet owners need to trust a health product before they install it. Vetti was pre-launch, so the brand had to make the company feel credible before the product could prove itself.
02. A split category. Clinical monitoring devices feel like equipment for sick animals, and owners rarely keep them on a healthy dog. Pet trackers feel friendly, but they are hard to believe when they report a problem.
03. Liked and believed. Vetti needed to be liked on ordinary days and believed when something changes.
The idea
We gave the brand two registers, with written rules for each. Marketing can be bold, with a vivid orange, a graphic mark and confident photography. The product stays calm.
The mark
The mark is called the Trail: five rising steps, set with the Vetti wordmark.
Colour
Orange is the signature and never a data state, so the brand colour never signals alarm. The score rings use a separate data palette that never appears in marketing.
Typography
One typeface in two weights carries the whole hierarchy.
Photography
The dog is always the hero. Orange appears only as found elements in the frame.
Data and voice
Health data appears as composed scores with plain words such as STEADY, IN RANGE and WATCH THIS. Alerts follow a fixed pattern: state the observation, then give the next step.
Motion is restrained. Rings fill once and stop, and the idle status light breathes at the resting rate of a healthy dog.
Guidelines
The guidelines run from clear space to alert copy patterns, so the identity also works as a product spec for the app and for future collar packaging.
“I worked with Daniel on branding & naming for Vetti. He brought creativity, handled complexity with ease, and brought the vision to life. A world-class designer! highly recommended”
Yarin Ben Tal, Vetti
A brand identity and full brand guidelines in under four weeks.
Let’s look at your product next
If your product has a similar problem, book a call and we’ll tell you which scope would fit.