Pets at Home gets all warm and fuzzy with Nomad makeover

Photographer Roo Lewis documents real pets and their owners across the UK, while Nomad creates a graphic system from paw prints.

20 April 2023

The UK’s biggest pet care brand Pets at Home has relaunched with an identity from design agency Nomad. The project brings together several creative perspectives, including illustrator Hannah Warren and Roo Lewis – the photographer whose personal projects range from documenting modern day druids to, more recently, Port Talbot’s UFO-sighting scene. The new design for Pets at Home attempts to unify the company’s various sub brands under one new umbrella: pets.

Nomad has warmed up the logo by adding calligraphic flourishes, which is mirrored in a wordmark typeface for sub brands that includes tail-flick descenders and sloped-top ascenders. Elsewhere, the design agency has created a new graphic system from a series of paw and fingerprint shapes, drawing inspiration from “the connection of people and their pets”, the agency says. Hannah Warren provides a suite of charming illustrations, starring owners and their animals in unexpected scenarios. Nomad has commissioned Colophon to create two custom typefaces, including Pets Headline, which will be used across every channel in the brand world.

Roo Lewis picks up this approach once more in brand photography. The photographer captures the connection between pets and their owners, while a series of pet portraits from Liz Seabrook brings personality to the cold world of veterinary photography.

Ash Watkins, creative director at Nomad states: “Our objective was simple. One: create a system that unites a world of beloved, yet disparate pet care brands under a single visual identity. Two: bring it to life with a unified brand experience that encapsulates the sheer joy that pets bring to our lives.”

Pets at Home worked with a number of partners on the relaunch of the brand; The&Partnership created a new pet-driven platform and corresponding campaign celebrating the lengths we go to for our pets, while Canvas8 led an in-depth report on pet ownership, with Citypress working on campaign activation.

GalleryNomad: Pets at Home (Copyright © Nomad, 2023)

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Nomad: Pets at Home (Copyright © Nomad, 2023)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.

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