Zippy Tail
A supplement brand for dogs and cats, from the name to the packing tape
We started with workshops, when the brand didn't have a name yet. Then came the name, logo, communication strategy, labels for eight products, the parcel, ads and the online shop design.
See how it came together- 8 product labels for dogs and cats
- 4 label content layouts to choose from
- 5 display ad formats
- 10 services in one project, from workshops to the shop
Name and logo
First came a sentence, then the name
In workshops with the client we defined what the brand should be: supplements with visible results, easy contact with the brand and support, authenticity. The slogan “Because they’re family, not just pets” was written before the brand had a name.
The name had to be English, because from the start the brand was also aiming at markets abroad. The language: casual, with wordplay, mixing Polish and English. We chose Zippy Tail, a lively tail.
The animal is hidden twice in the logotype: the dot over the “i” is a dog's nose, and the word “tail” curls like a tail.
Communication strategy
Because they’re family, not just pets
The playbook describes who the brand is, who it speaks to and how. The big idea: a supplement for a dog or cat is of the same quality as one for a person (human-grade). The line between species blurs.
- We cross the line between species
- Quality without compromise
- Mindful care for a family member
- We build deep bonds
How the brand speaks
- Educational but approachable
- Passionate and committed
- Empathetic and understanding
- Authentic and transparent
Always
- Highlight the bond between people and animals
- Explain how the ingredients work
- Share real stories
Never
- A patronising tone
- Overly technical language
- Pushy selling
- Authenticity
- Quality
- Accessibility
Labels
The colour says what it's for. The animal shows how
Each category has its own colour, and the illustrated animal strikes a pose that shows what the product does: for joints it runs and jumps, for coat it poses for a portrait, for digestion it takes a calm walk.
The cat labels came as a second series. The client wanted them to go into production together with the dog labels, so the category colours stayed the same and we swapped the dogs for cats: leaping, glossy and curled up in a ball.
The label, step by step
Five takes on one label
A pet supplement label has to fit a lot of mandatory information: composition, active ingredients, weight-based dosage, batch number and veterinary number. We refined the layout with the client over several rounds.
The first label
The first design, on an orange background. The products didn't have names yet, so the label speaks through its category: “Mobilność: kości i mięśnie” (“Mobility: bones and muscles”).
The same label in raspberry
A check of whether the layout works in another colour. Tests like this led to colour-coding the categories.
Four content layouts
Once the names and ingredients were ready, we drew up four variants of the content layout. The client chose V4, with the benefits on the left and the recommended portion under the stamp, plus twelve editorial fixes, including units written in lower case.
A longer product description, and the same layout of analytical and active ingredients on every label.
A shorter description, dosage under the composition, benefits under the stamp.
A shorter description, a different ingredient layout, dosage always in the same place.
Benefits on the left, recommended portion under the stamp, everything in one place. This variant went forward.
The dog set, ready for print
Four dog supplement labels and a separate, taller label for the bottle of salmon oil.
The cat series
The same dimensions and colours, new cat illustrations and a smaller net weight. The first preview was ready the next day, because the labels were to go into the same production run as the dog ones.
Parcel
The brand doesn't end at the jar
Customers buy online, so their first contact with the brand is the box. It got stickers with Polish slogans such as “wygląd” (looks), “jelita” (gut) and “geriatria” (senior care), and packing tape reading “bezpieczny skład” (safe ingredients) and “najlepsza formuła” (the best formula).
Online advertising
One creative, five formats
Banners for a display network campaign: a square, a rectangle, two skyscrapers and a billboard. Every format keeps the same elements: the slogan, the jar, the animal and the button.
Online shop
The zippytail.com shop design
We designed the shop's UX/UI: the home page, the product list and the product page. The hero has two versions: tiles with a carousel for every day, and one large banner for promotions.
Today the shop has eight products, and the site uses the same colours, animals and labels as the packaging.
zippytail.com
Brand materials
The same system everywhere
Because they’re family
We gave the brand everything it needed to launch: a name, strategy, identity, packaging and shop design. It was all made in one system, so the label, the box and the shop look like the same company.
- Client
- Zippy Tail
- Scope
- Strategy workshops · Communication strategy · Branding · Logo · Animation · Illustration · Packaging · Business materials · Social media · UI/UX Design
- Tools
- Figma · Illustrator · After Effects
- Online
- zippytail.com
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