Animalex — Brand identity for a pet store
Overview
ANIMALEX started with Alex. A dog, a much-loved companion and eventually the inspiration behind a local pet shop in Buenos Aires. His name became part of the brand itself: animal + Alex = ANIMALEX. That personal beginning shaped the entire project. The idea was never simply to create another place to buy pet products, but to build a brand around the kind of relationship people have with the animals they share their everyday lives with.
The Challenge
Being local was one of ANIMALEX's greatest strengths, but it also presented its biggest challenge. The brand needed enough personality to stand out in a category filled with similar pet shops, without becoming so polished or distant that it lost the feeling of a neighborhood business. It had to be recognizable, joyful and distinctive, while still feeling like a place where customers and their pets could be known by name.
The Solution
We turned that closeness into the heart of the visual identity. Bright colors, playful compositions and a family of animal illustrations created a world full of character, with dogs taking a special role as a subtle connection back to Alex and the story that started it all. From packaging and food products to everyday brand applications, each element was designed as part of the same playful universe. The result is a brand that can grow beyond its local origins without losing what made it special in the first place, the feeling that behind AIMALEX, there is someone who genuinely loves animals too.
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